Nivea India has set a new Guinness World Records title for the largest online video chain of people passing and applying moisturizer, achieving 444 consecutive videos as part of its annual Nivea Soft Fresh Batch 2024 campaign. The record, set in December 2024, surpassed the previous benchmark of 259 videos established in September 2023.

Nivea Campaign Built On Creativity and Engagement

According to an article on ETBrandEquity, the campaign centered around participants performing a choreographed hook step created by Bollywood actress Taapsee Pannu for the Nivea Soft anthem. To drive participation, Nivea partnered with short-form video platform Moj and enlisted 80 top influencers, resulting in a 30% increase in entries compared to the previous edition.

Maharashtra, Uttar Pradesh, Karnataka, and Haryana emerged as the leading states for campaign engagement, both in terms of entries and views. The initiative incorporated Moj’s interactive lens technology to facilitate user participation.

Strategy That Sparked World Record Response 

The campaign’s reward structure included international trips for ten winners, opportunities to appear in Nivea’s digital advertisements, vocational course access, and year-long product subscriptions. A collaboration between creators Kusha Kapila, Ruhee Dosani, and Dharna Durga generated additional campaign visibility.

“This milestone is a testament to our commitment to innovation, creativity, and pushing boundaries,” Shweta Dalal, Marketing Director at Nivea India, said in a statement. “Our annual property, Nivea Soft Fresh Batch, has grown immensely, becoming bigger, bolder, and more impactful each year.”

Youth-Centric Focus for Digital Engagement

The record attempt formed part of Nivea’s broader strategy to engage with India’s youth demographic through digital platforms. The campaign maintained an open participation model, allowing contributions from both established creators and emerging talent in the beauty, fashion, and entertainment sectors.

The achievement signalled the expansion of Nivea’s annual program, which has developed from a traditional marketing campaign into a platform for user-generated content (UGC) and community engagement in the Indian market.

According to a recent report from The Influencer Marketing Factory, UGC outpaces influencer content in consumer trust. Up to 79% of consumers say UGC impacts purchasing decisions more than influencer posts, and 84% find UGC “extremely helpful” when making purchasing decisions.