NIVEA has launched its latest campaign, 'Upar Upar Se', for the Super 10 Serum Lotion.

The campaign draws on the phrase 'upar upar se' to question surface-level body care habits and encourage consumers to adopt routines focused on efficacy. The campaign is aimed at younger consumers who increasingly seek skincare products with active ingredients.

The Super 10 Serum Lotion contains niacinamide, vitamin C, pro-retinol and UV filters. The company said the formulation is designed to address concerns such as dullness and dark spots while providing hydration and sun protection.

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, moisturised skin with everyday ease. ‘Upar Upar Se’ is more than a phrase; it reflects a behavior we all recognise, where body care is often seen as only surface-level.

With this campaign, we wanted to challenge that mindset and reframe expectations for 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.”