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.
Vicks #TouchOfCare
Overview
Work
Saluting the spirit of human care as the ultimate definition of a family despite the barrier of societal prejudice.
Region APAC
Practices Consumer Marketing
The Challenge
The Solution
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 Results
- 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.
Awards
- Gold at the International Business Awards for Vicks #TouchOfCare for Communications or PR Campaign of the Year - Marketing - Consumer Products category
- Gold at the International Business Awards for Vicks #TouchOfCare for Communications or PR Campaign of the Year - Low Budget (Under $10,000 / € 7,000)category
- Gold at IPRCCA for the 'Most innovative use of Social Media' for Vicks #TouchOfCare
- Best Campaign at Laadli Media & Advertising Awards for Gender Sensitivity for Vicks #TouchOfCare
- Bronze Lion for Entertainment at Cannes 2017 for Vicks #TouchOfCare
- Bronze at Spikes Asia Film Festival 2017 for Vicks #TouchOfCare