Neel AcharyMumbai, Jan 16: NIVEA, one of India’s most trusted skincare brands*, is redefining how it connects with younger audiences by stepping into the world of music and live cultural experiences. With Gen Z seeing music as a powerful form of identity and self-expression, the brand is making its presence felt at Lollapalooza India 2026 – a cultural extravaganza, to build deeper, more relevant connections with the youth in an authentic, meaningful way.
Since the objective is to engage with the younger generation where they are present, music festivals rank right at the top- making Lollapalooza India the ideal platform to connect with the audience. NIVEA’s presence this year goes beyond mere visibility; it is rooted in meaningful engagement and cultural relevance.
The brand has introduced a personalised anthem, “Baddie But Softie,” designed to decode one’s music festival personality and turn it into a custom track. By answering a few simple questions about their festival vibe, users are identified as either a Softie or a Baddie. Based on their persona, users receive a song that reflects their unique festival identity. The idea celebrates the freedom to move between a softer, easy-going side and a bolder, more confident energy, with music and self-expression as the connecting thread.
Beyond the anthem, NIVEA has curated a range of engaging on-ground experiences- from dedicated booth and picture-worthy moments to a relaxation zone and immersive product interactions. The hero product on-ground will be NIVEA Soft UV, a moisturiser that offers both hydration and SPF protection, making it an ideal companion for outdoor music festival settings, alongside a host of other brand offerings. This year at Lollapalooza India, NIVEA offers something for every music lover, culture enthusiast, and NIVEA loyalist.
Geetika Mehta, Managing Director, NIVEA India, said,
“Music is the moment in India right now, and young people are driving it. They express themselves through music, discover culture through it, and spend their time where the music is. NIVEA wants to meet them there. While our legacy of trust remains strong, staying relevant to young India is key. With NIVEA Soft UV, we’re showing up in a way that feels fresh and culturally in sync. Our presence at Lollapalooza India reflects this. We want young consumers to choose NIVEA not only for its legacy, but because it fits their world today. At the festival, they’ll experience hyper personalisation, AI led interactions and standout photo moments designed for this music powered generation.”
Samradha Tibrewala, Head – Partnerships and Revenue, BookMyShow, said,
“What resonates with younger audiences today is not brand messaging, but brand intent. When a leading brand like NIVEA chooses to step into a space like Lollapalooza India, it signals an understanding that culture is no longer something to observe from the sidelines – it’s something to participate in. Music festivals have become modern town squares for Gen Z, where identity, creativity and community converge. Collaborations like these underscore how live experiences are increasingly where brands earn relevance, not through visibility alone, but through presence that feels natural to the world audiences inhabit today.”
Set to take place on 24–25 January at Mahalaxmi Race Course, Mumbai, Lollapalooza India 2026 promises an immersive cultural experience with NIVEA seamlessly woven into the festival experience.
