THE WHAT? Nivea India has launched onto social media platform TikTok with a campaign named #SharetheCare, according to a report published by Exchange4Media.
THE DETAILS The Beiersdorf-owned brand is challenging users of the popular site to show their loved ones how much they care. The campaign is fronted by Genelia Deshmukh and Anita Hassanandani among others.
It’s also donating 5 million skin care products to health care staff around the world to spread a little cheer.
THE WHY? TikTok, already the social media site of choice for Gen Z has taken off during lockdown with all demographics engaging with the video-based challenges. Sachin Killawala, Marketing Director at Nivea India told Exchange4Media, “We are living in uncertain and challenging times. Now more than ever is the time to show care and spread love. Nivea stands for Trusted Care and Protection and through this campaign we want to encourage viewers to express their love and care in catchy and memorable ways to their loved ones on a fun platform like TikTok in order to bring this campaign alive.”