NIVEA India has unveiled its latest campaign, ‘Upar Upar Se’, to introduce the NIVEA Super 10 Serum Lotion, encouraging consumers to move beyond superficial bodycare and embrace skincare solutions that deliver visible results.

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Built around the familiar phrase ‘upar upar se’, the campaign highlights the tendency to treat bodycare as a routine limited to the skin’s surface. Through the new communication, NIVEA aims to shift this perception by promoting bodycare products formulated with active ingredients that offer deeper nourishment and targeted skincare benefits.

The campaign is primarily targeted at younger, skincare-conscious consumers who are increasingly seeking ingredient-led formulations and expect the same level of efficacy from bodycare as they do from facial skincare.

The NIVEA Super 10 Serum Lotion combines ingredients such as niacinamide, vitamin C, pro-retinol, and UV filters. According to the company, the formulation is designed to provide 10-layer deep hydration while helping address concerns like dullness, uneven skin tone and dark spots, alongside offering everyday sun protection.

Commenting on the launch, Shweta Dalal, Marketing Director, NIVEA India, said the campaign reflects a growing shift in consumer expectations, with bodycare now being viewed as an essential part of an effective skincare routine rather than an afterthought. She added that the Super 10 Serum Lotion brings together high-performance ingredients in an accessible format, making advanced bodycare easier to incorporate into daily life.

With ‘Upar Upar Se’, NIVEA continues to strengthen its focus on science-backed skincare innovation while encouraging consumers to rethink conventional bodycare habits and adopt routines that deliver deeper hydration and long-term skin benefits.