By A Correspondent

For over a century, Nivea has attempted to symbolise a mother’s natural instinct to protect and care. As part of its Mother’s Day communication, Nivea traditionally celebrated the mother-child bond and its role within it. However, this year, the brand decided to broaden the canvas and celebrate all forms of mothers, mother-like figures and motherhood that touch everyone’s lives with a heart-warming campaign led by a digital film, conceptualised by DigitasLBi.

“Nivea epitomises care, trust and love. We believe that #JustLikeMaa is an initiative to widen this circle of love also to ‘Mother-like figures’ and appreciate them on this occasion of Mother’s Day,” said Maximilian Wegener, Category Manager – Skin Care, Nivea India.

“The iconic blue NIVEA Creme tin is now synonymous with care and nothing personifies unconditional care and protection like a mother does. So Mother’s Day holds a special significance for the brand.