German personal care brand Nivea will exploit its global deal with the Spanish La Liga Club Real Madrid in India to promote the Nivea Men range in India.
The Beiersdorf-owned German company had last month extended its deal with Real Madrid to become a global sponsor of the La Liga side until the end of 2022. Stefan Heidenreich, chief executive of the Beiersdorf group, had revealed that the deal covered more than 70 countries.
The 33-time La Liga Champion club has a strong fan base and following in India. The brand has timed its Real Madrid campaign launch in India to coincide with one of the biggest clashes of the football world – El Clasico. The Real Madrid versus FC Barcelona tie is creating a tremendous buzz in India.
Sony Pictures Network, promoting the duel slated for Saturday as Christmas Comes Early, has announced to broadcast the game in four Indian languages. The match, to start at 4.30 pm, has been for the first time scheduled to also suit the Indian audience.
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Nivea is targeting to make the most of the Real Madrid popularity and El Clasico hype to increase its share in men’s toiletries market. The brands has its presence in deodorants, face wash, skin cream, shower gel and hair care range.
The brand is eyeing digitally active six million Real fans in India. “Bringing Nivea Men with Real Madrid together in India enables us to form a powerful, emotional bond with the young male consumers of emerging India,” Nivea India managing director Neil George, managing director has told Economic Times.
“Through our multiple actions all-round the year, we would be constantly engaging with the community and help build it further. We would be leveraging this partnership to engage with the football fans all over India through multiple touch points – TV, digital, on-ground and point of sale,” ET’s Gaurav Laghate has quoted George as saying.
In a country obsessed with cricket, Nivea has picked an overseas football club because “Indian sports viewership and fan base is splitting in many ways. While cricket remains the most followed sports, the youth, under 25 years, is shifting to football”, George told ET.
Sony will broadcast El Clasico in English, Hindi, Malayalam and Bengali languages, which means the Madrid-based champion club will have a pan-India reach on television.