Why is this work relevant for Branded Content & Entertainment?

This is a film that stays with the viewer even after it's over. It changes perceptions and makes one feel strongly for a cause. The film leaves the viewer feeling a myriad of emotions while watching the film - feeling inspired by Dr. Bhosale's move to rural areas to feeling sad about him passing away... and at the end leaving the viewer feeling hopeful with the doctor's legacy now living on. It's got a more human cinematic approach to the film, as we intended to make the viewer feel how it was to be a doctor in these difficult times.

Background

What started as a campaign in 2017 has today grown into a movement across three continents to reinstate the power of care and champion more care in the world. Now in its fourth year, the goal of #TouchOfCare is always to bring real-life extraordinary stories of care to the fore, with the hope that it would inspire and move others to reciprocate their care to those who need it most.

Describe the creative idea

The Vicks #TouchOfCare campaign has always been about shining a spotlight on the most vulnerable communities in society. Because Vicks believes that everyone deserves the #TouchOfCare. Surprisingly, this time around, it was the doctors who were feeling marginalised, what with constant attacks - social, mental as well as physical. We decided to garner support for doctors by telling India the inspiring story of Dr. Dnyaneshwar Bhosale, who left his high-paying job in the city and moved to a rural area to help the poor. Unfortunately, while saving thousands during covid, he succumbed to the virus himself. But now, a hospital is being built in his memory as a reminder of sacrifices all the doctors have made.

Describe the strategy

According to the Indian Medical Association, more than 1600 doctors had died during the pandemic. The government figures put this number at 162. The morale of Doctors was at an all-time low. Sacrifices made by them were going unrecognised, they were denied houses on rent due to the virus scare, sometimes being beaten up by patients' relatives and also being mocked by some on National Television for their failure to manage the situation. Vicks, as India’s oldest cough & cold brand, has partnered with Doctors for over 70 years. This was our time to give the #TouchOfCare to Doctors in their hour of need.

Describe the execution

Launched on National Doctors' Day 2021, this film garnered 30 million views in just under 10 days of its launch. It was launched on every popular platform - Facebook, YouTube, Instagram, LinkedIn and was shared and re-shared millions of times.

Describe the outcome

The film got massive support at a national level, bringing the country together to help keep Dr. Bhosale’s “touch of care” alive, and hence, lifting the morale of doctors once again. - A hospital is being built in the name of Dr. Bhosale, where beds and ward would be named after other fallen doctors. • 65+ million views in overall • Earned PR worth INR 6.2 crores (approximately US$842,007) • Bollywood celebrities like Vidya Balan, R Madhavan, Ranveer Singh, Sara Ali Khan and Shilpa Shetty shared the film to show their appreciation towards doctors and frontliners in the country and most of all, their families. - Extensive coverage by top media publications in the country - 1.3b Impressions - 840k Earned Media - +2pts Overall share gain in the category