Interface Communications Mumbai encourages a DIY culture in new campaign for Nivea Men
Nivea Men has launched a new online movement to make Indian men realize the importance of doing things themselves. Aptly christened ‘The DIY Code’, the new digital campaign from Interface Communications Mumbai is the first phase to set up the need for a new breed of self-sufficient men. This leg of the campaign also brings out the solution through simple life tips to help Indian men tackle daily challenges. Be it grooming, vrooming, cooking or even brooming, the answer men need to ease their daily load lies in these codes.
Nivea Men has been a brand that has always believed in bringing out the best in men. With The DIY Code, the brand pushes the envelope further and carries forward their philosophy of It Starts With You. The campaign begins with 3 launch films that set the context of why India needs a DIY culture. This is followed by 4 hack films that show men struggling in daily situations and how Nivea Men provides the consequent solutions.
The films have been treated like interesting music videos tuned to diverse genres from reggae and rap to rock and so on. Vir Das essays the role of the narrator as he sings out the helplessness in today’s men and brings out the solutions in every situation. He is accompanied by the mascots of The DIY Code – 3 blue men called D, I and Y appropriately, who bring in the solution.
Sridhar Rajagopalan, Group Creative Director at Interface Communications, said, “The idea was to encourage a DIY culture in our country and bring that out in a manner that resonates with men at large.”
The campaign is supported by extensive social media content that bring out these life tips to life with interesting illustrations, staying true to the campaign’s off-beat manner. The films have been directed by Suraj Wanvari and produced by Milestone Films.
Credits –
National Creative Director: Robby Mathew
Group Creative Director: R. Sridhar
Creative Team: Manish Ajgaonkar, Nitin Menon, Pankaj Gharde
Account Management: Govindarajan V, Neha Sawansukha, Neha Arora, Roopesh Shah
Agency Producers: Alpa Jobalia, Ashish Barot
Production House: Milestone Films
Director: Suraj Wanwari
Producer: Pria Mundra