P&G Vicks: Touch of Care India

Vicks India, a brand of over-the-counter medications, launched #TouchOfCare in India, which featured the stories of two women and their families to highlight Vicks as embracing care for all families.
  • Vicks needed to stop declining sentiment and brand trust in India by winning the loyalty of a new generation of parents.
  • Vicks had always stood for family care but in a new globalised age, with growing urbanisation and migration all across India, the idea of family had begun to change.
  • Vicks launched #TouchOfCare, two videos featuring an adopted girl who narrates her struggle with a skin disease and a transgender mother who narrates the prejudices she faces, both highlighting the importance of their families.
  • Penetration grew to 6.5 million, market share grew by 5%, and the campaign...

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