- Background:

There is a fresh wave of emotion that is growing stronger with the advent of 'family' as a unit being redefined. Families these days, echo 'care for all' as a common emotion and go much beyond the biological ties.

Vicks, for decades, has centered its communication on 'family-care'. Brand believes every individual deserves care and while the definition of families may evolve, touch of care for a dear one remains timeless. The insight was to break the shackles of what is considered the 'typical family,' and take the message of 'family care' to this renewed environment. The need was to go beyond the functional benefits of the product.

- Brief:

Create an emotional connect with consumers and Make Vicks the beacon of redefining 'family' in the modern times

- Objective:

Generate conversations around Touch Of Care' by underlining the universal emotional affinity of 'Family is, Where care is'

- 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 Banega Crorepati' and other credible national and International forums to fuel conversations