Nivea India balances legacy equity with youth-led digital and influencer marketing
Nivea India CEO Geetika Mehta says legacy brands need to modernise without diluting their core promise. The company is using category-adjacent innovation, its Fresh Batch college programme and influencer marketing, with nearly half of media investment now directed to digital.
Nivea India CEO Geetika Mehta said legacy brands must modernise for younger consumers while retaining their core promise. She highlighted category-adjacent innovation, the Fresh Batch college programme, digital media investment and influencer marketing as drivers of durable profitability.
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- ET BrandEquity — Same time