Over the course of 50 years, Vicks had become an iconic, ubiquitous brand in India, reaping the business rewards of strong nostalgic goodwill, as a brand closely associated with mother’s care. But the brand had begun to rest on its equity laurels, driving growth through extension, news, and rational persuasion, without refreshing brand affinity for a very long time. With India’s steady growth, this did not affect the brand until an unexpected event exposed unexpected weakness. We had to bring Vicks back to its growth curve and accelerate the business by at least 10%. This is the story of how strong affinity for the brand was reignited and the dramatic business impact that resulted.