Campaign details

Agency: 20:20 MSL
Brand: P&G Vicks

Executive summary

Vicks #TouchofCare campaign demonstrates the power of ' PR in taking a geography specific story to millions across the globe. Vicks, as a brand stands for family-care' and in – yet another effort, the brand decided to be the beacon of redefining family' in modern times through a digital film – TouchofCare. While the role of PR was to amplify the film ' in media, we went beyond traditional media and took the story across multiple platforms and credible national and international forums to generate greater visibility for the campaign. Through our efforts, the protagonist Gauri – Sawant, became a household name striking an emotional connect with 'Family is where Care is'. With no promotional investment, we ensured meaningful conversations that were appreciative and respectful towards unconventional relationships nurtured by care.

Situation analysis