Nivea banks on Real Madrid popularity to boost India sales
German personal care brand Nivea owned by the Hamburg-based company Beiersdorf Global AG is hoping its global partnership with Spanish club Real Madrid will help boost sales in the booming men’s grooming market in India.
Nivea will look to influence customers in India with Madrid stars which comprises of Cristiano Ronaldo, Gareth Bale, Sergio Ramos, Karim Benzema among many others along with their manager Zinedine Zidane.
Real Madrid has a huge fan base in India and the overwhelming popularity of its players is likely to benefit Nivea further strengthen its position in the country’s men’s grooming segment.
As per a Euromonitor International report, the market for men’s grooming products is worth over Rs 5,000 crore (approx $750 million) in India and expected to touch Rs 8000 crore (approx $1.2 billion) by 2018.
Nivea which sells products like deodorants, face wash, skin cream, shower gel and hair care is looking to cash in on this growth and tap the market with the help of recently signed global deal with the Spanish giants.
Commenting on the partnership Beiersdorf chief executive officer Stefan Heidenreich in a statement earlier had said: "Modern football and men care make a great match, both standing for values like confidence, togetherness, passion and mastery. Therefore, we are excited to bring our cooperation with the world-famous football club Real Madrid to a global level."
India is one of the countries where Real Madrid will be used in the TV, digital and on ground promotional activities of Nivea men for the next 5 years.
“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,” Neil George, managing director, Nivea India, 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,” he added.
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