NIVEA Body Milk campaign puts Rohit Saraf at the centre of hydration

Hydration talk in skincare has shifted from seasonal emergencies to daily routines that feel fun and personal. Tapping into that shift, Nivea India has rolled out a fresh digital push that blends a trending format, pop culture references and a familiar young face to talk about moisture in a new way. At the heart of this narrative is the new film for the hyaluronic acid infused variant of NIVEA Body Milk, designed to speak directly to younger consumers.

The campaign positions hydration as something your skin quietly asks for every day, not only when it feels dry or irritated. Instead of a heavy educational tone, the film leans into a conversational, meme ready storytelling style that mirrors the content Gen Z already watches and shares. Actor Rohit Saraf leads the narrative, using easy banter to underline the idea that if skin can get “thirsty”, moisturising it should be as normal as grabbing a drink of water.

How does this hydration story tap into pop culture

The film borrows its structure from a format that is already trending across short video platforms. Quick cuts, playful expressions and a light script make the message feel native to social feeds rather than like a traditional advertisement.

Within that frame, the brand slips in three core ideas

• Hydration is a daily, not occasional, ritual

• Long lasting moisture can be simple and non fussy

• Self care today is inclusive and gender neutral

By having a young male voice carry the story, the brand also makes a subtle point. Skincare is not coded as feminine, and the presence of a male lead normalises moisturising as part of everyone routine. That choice mirrors a real shift in how Gen Z views grooming and self expression.

Why inclusive hydration talk matters for younger audiences

Gen Z has grown up with more open conversations around mental health, body image and self care. For them, routine is as much about emotional comfort as it is about utility. The campaign taps into that mindset, showing hydration as a small but consistent act of looking after yourself, regardless of gender.

Shweta Dalal, marketing director at Nivea India, frames the approach very clearly. If young people live inside pop culture, the brand wants to meet them there rather than drag them into a separate advertising world. The film becomes a playful reminder that skin needs care every day, with the promise of seventy two hour moisturisation woven into the story instead of shouted as a claim.

What should brands know about Nivea choice of talent

Saraf presence in the campaign is deliberate. He already enjoys strong equity with younger viewers, where charm and relatability often matter as much as pure star power. His lines land like casual comments rather than scripted endorsements, which helps the film avoid sounding preachy.

From the brand perspective, the decision to centre a male lead also supports a broader push towards showing diverse faces in skincare communication. As Dalal notes, if the world is moving towards inclusivity, casting choices need to reflect that reality.

How does this campaign extend beyond screens

While the digital film is the hero asset, the brand has backed it with on ground and interactive extensions. Branded cabs with rooftop installations carry the visual language of the campaign into busy city streets, keeping the hydration story visible during commutes.

The push is further supported by

• A tongue twister challenge that turns the product message into a shareable game

• Festive season content that links glow, celebration and consistent moisture

• City level visibility that reinforces recall during peak social and shopping months

These layers aim to move the message from a single view to a recurring cue, nudging consumers to think about moisturising as part of their everyday rhythm.

By anchoring its new digital film in a trending format, casting Rohit Saraf and building layered touchpoints around the core idea of thirsty skin, the latest NIVEA Body Milk campaign positions hydration as inclusive, playful and firmly rooted in the daily self care habits of young India.

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