The Campaign

In an increasingly selfish world, where most people 'love-to-hate', unconditional love and caring are the moorings that hold humanity in place. If we look hard, we can find the messiahs of love and care in countless forms but a mother's love tops it all. Vicks believes - A 'family is, where care is' and the touch of a mother oozes care and often new families are formed where there is 'Touch Of Care'. Thus, #TouchOfCare film was conceptualized to bring spotlight on a unique family that was formed by care. A special bond, irrespective of age, economic status, caste, creed and gender that redefined meaning of family. This thought was brought to life with a heart-warming real-life story of Gauri Sawant, a transgender who took the responsibility of a young girl (Gayatri), who was a prostitute's child and was being taken away by people from brothel after her mother died.

Creative Execution

- On 30th March 2017, the digital film was released on Vicks India's YouTube channel & Facebook page. Since the first 24 hours were crucial for getting positive reviews for the video, we reached out to New Age and key A&M media for driving positive views for the video - Engaged with leading consumer media and general interest news channels to interview Gauri to bring alive her and Gayatri's journey of being 'a family' resulting in more video views - Media houses were encouraged to share Gauri's interviews and video link on their social media pages, which boosted video views - Roped in over 10-15 Celebrity influencers along with popular mommy bloggers to join the conversations and express their support on social media, on purely pro bono basis - We took Gauri to TED X platforms, 'Kaun Benega Crorepati' and other credible national and International forums to fuel conversations

- Within 48 hours, PR alone generated 4 Million+ views (Only 13% of overall views came from inorganic push) - Garnered 38 million video views; 116 Million Impressions - Generated over 2 Million+ interactions on social media - Earned media value of 3 million USD; 600 million impressions - 8% increase in brand recall; 23% increase in sales - Vicks film was no.#5 on the global YouTube Leaderboard 2017 -Vicks was the winner of UNFPA-Laadli Award 2017 for gender sensitivity - Film was showcased at New York Times, Women in the World Summit - Vicks film was played for NO COST in the Indian version of 'Who wants to be a Millionaire' show on India's leading GEC-Aug17 - Associations like UN-AIDS-Asia Pacific, UN Women and Influencers like Shashi Tharoor (renowned Indian Politician), Virat Kohli (Ace Indian Cricketer) and Bollywood celebrities- Karan Johar, Vidya Balan, Anupam Kher, etc. joined the conversations

Acknowledging these evolving dynamics, Vicks- a brand for 'all' decided to be the beacon of hope by recalibrating 'family' in modern times through #TouchOfCare. A digital film was crafted based on a true story and the transgender from the story, herself was made the protagonist in the film for a greater impact. The strategy here was to reach out to a wide diaspora of people to inspire them and exemplify that care can come to you from unknown quarters. Subsequently, the PR strategy orbited to drive conversations that are appreciative and respectful towards unconventional relationships nurtured by care. The approach here was to go beyond the traditional media and take the story across credible national and international forums to generate greater visibility for the campaign and make protagonist 'Gauri' synonym to Vicks Ad Mom. The media was a strategic mix of social platforms, online and traditional media (radio, newspapers, TV).