The brand had to break the shackles of a typical family by going beyond product selling to touch upon selflessness and universal care that exists outside the orthodox beliefs of Indian social values and structures.
Saluting the spirit of human care as the ultimate definition of a family despite the barrier of societal prejudice.
Vicks’ communication is woven around the sentiment that some special bonds transcend blood-ties. #TouchOfCare spotlights a unique relationship built on care, devoid of age, economic status, caste/creed and gender. The campaign is a heart-warming real life story of Gauri Sawant, a transgender who takes on the responsibility of a young girl Gayatri.
The PR strategy revolved around initiating conversations that were appreciative and respectful towards unconventional relationships nurtured by care. The media playground was a fair mix of new age media (social + online) and traditional media (radio, newspapers and TV).
- The film went viral within 24 hours of launch. Within 48 hours, with no paid media support, or promoted views, PR alone generated over 4 million views for the #TouchOfCare film.
- Major Indian news publications, electronic channels and international media houses have given the film positive media coverage.
- Strategic media interviews with Gauri Sawant were organized for audiences to understand her journey. These stories were shared by publications on their social media platforms.