Nivea has unveiled its latest campaign, 'Upar Upar Se', to promote its Super 10 Serum Lotion, using a familiar cultural phrase to encourage consumers to adopt a more effective approach to body care.
The campaign positions the phrase 'upar upar se', commonly associated with superficial solutions, as a call to rethink everyday skincare habits and choose products that deliver deeper, longer-lasting benefits.
The Super 10 Serum Lotion features face-inspired skincare ingredients including niacinamide, vitamin C, pro-retinol and UV filters. According to the brand, the formulation works up to 10 layers deep to help reduce dullness and dark spots while improving skin radiance and providing sun protection.
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Shweta Dalal, Marketing Director, Nivea India, said, “At Nivea, innovation is rooted in creating superior product benefits that truly matter to consumers. With our latest launch, Nivea Super 10, we are bringing 10-layer deep hydration to life through a proposition that delivers glowing, moisturized skin with everyday ease. ‘Upar Upar Se’ is more than a phrase; it reflects a behavior we all recognize, where body care is often seen as only surface level. With this campaign, we wanted to challenge that mindset and reframe expectations from body care. Today’s consumers are more informed and intentional, and they expect the same level of efficacy from body care as they do from facial skincare. Nivea Super 10 combines high-performance ingredients with accessibility, making effective body care both relevant and easy to embrace”
With the campaign, Nivea aims to strengthen its presence in the premium body care segment by combining culturally relevant storytelling with science-backed product innovation.
