Opportunity: Crickets greatest spectacle – The ICC World Cup 2023. The last time India

won the coveted title was 2011, 12 years ago! This time it was being held in our own

backyard! EVERY Indian wanted the cup to stay at home, and unfortunately Vicks was not an

official sponsor!

Problem: How do we create enough noise and top of mind for Vicks Cough Drops at a time when

everyone will be glued to TV?

Idea: The connection was obvious, a cough drop that soothes, helps you raise your voice and be

heard and an event that needed the vociferous support of fans. But how?

For a cricket obsessed nation, ironically, besides a few chants, we don’t have an ‘anthem for the fans’! So, we decided to create one! An anthem to support the team, unite 1.4 billion people and keep the cup at home!

Our idea was to create ONE rousing anthem which united EVERY Indian cricket fan for the World Cup. But how do you do that in a country with over 122 major languages?!

Therefore musically, we had to not just create a melody with a hummable hook, but one that appealed to each region.

While the lyrics were in Hindi(India's official language), we used 3 different choirs to incorporate diversity ( Children, Men and Women ). The children added excitement to the emotional maturity the adult choir naturally brought.

In music production, we opted for a hybrid sound to represent today's India. We used traditional orchestral elements and live percussion from across India(including Dhol, Chenda and Dhak) then fused them with electronic sounds.

The sound design incorporated a high pitched hum when the deaf kids started to sign, and to connect to the final coda we used a female rap section.

The campaign outperformed all our expectations! We had a total reach of 600M+, via Earned PR for the entire campaign through 400+ articles. Total reach delivered of 20MM+ across YouTube and Hotstar. Cumulative social organic reach delivery of 3.5MM+ (includes amplification by A list celebrities), audio amplification via Spotify delivering 16MM impressions.

It also Got P&G the highest VTR (View-Through Rate) EVER for any P&G campaign at 41%! The campaign got featured in top/key World cup campaigns by publications like AFAQS, Hindu Business Line, Impact Magazine etc.

But not all of India was cheering. 60M deaf mute people were left out. So, we made sure they were heard too, by collaborating with Speaking Hands to create an Indian Sign Language version of our anthem. We got regional and APAC coverage in media in Campaign Asia, The Week, Campaign India. And got voted as one of the best World Cup films