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NO MORE ‘UPAR UPAR SE’: NIVEA RAISES THE BAR ON BODYCARE ~ Nudging young India away from ‘jugaad’ towards more effective, result-driven body care Mumbai, India — 29 June 2026: NIVEA, India’s most trusted skincare brand*, unveils its latest campaign, ‘Upar Upar Se’, for the NIVEA Super 10 Serum Lotion, a bold step towards reshaping how young India approaches body care. Rooted in a phrase deeply embedded in everyday conversations, the campaign transforms ‘Upar Upar Se’ into a sharp cultural insight, urging consumers to move beyond superficial routines and embrace skincare that works beneath the surface. In a culture where ‘upar upar se’ has long been shorthand for quick, surface-level fixes, the campaign taps into a deeply ingrained behaviour, the tendency to settle for what’s easy and immediately visible rather than what truly works. With ‘Upar Upar Se’, NIVEA sparks a larger conversation, encouraging consumers to rethink everyday habits and move towards body care that delivers real, lasting results. Bringing this insight to life, NIVEA Super 10 Serum Lotion is crafted for a generation that expects more from its skincare. Bridging the gap between face and body care, the formulation introduces high-performing, face-inspired actives into daily body care routines signalling a more evolved and efficacy-driven approach to the category. Powered by Niacinamide, and 120x Vitamin C, Pro-Retinol, and UV filters, the advanced, non-sticky formula works up to 10 layers deep*, helping to visibly reduce dullness and dark spots while delivering long-lasting radiance along with sun protection. It’s a solution designed to go beyond ‘upar upar se’ both in promise and performance. Shweta Dalal, Marketing Director, NIVEA India, said, “At NIVEA, innovation is rooted in creating superior product benefits that truly matter to consumers. With our latest launch, NIVEA Super 10, we are bringing 10-layer deep hydration to life through a proposition that delivers glowing, moisturized skin with everyday ease. ‘Upar Upar Se’ is more than a phrase; it reflects a behavior we all recognize, where body care is often seen as only surface level. With this campaign, we wanted to challenge that mindset and reframe expectations from body care. Today’s consumers are more informed and intentional, and they expect the same level of efficacy from body care as they do from facial skincare. NIVEA Super 10 combines high-performance ingredients with accessibility, making effective body care both relevant and easy to embrace” With ‘Upar Upar Se’, NIVEA continues to push the boundaries of category storytelling — blending cultural relevance with scientific innovation to make body care more intentional, effective, and meaningful for a new generation.