Vicks in its new commercial brings to the spotlight a unique relationship built on care, devoid of age, economic status, caste/creed and gender. For Vicks, as a brand to acknowledge and embrace the renewed definition of family, the narrative of the digital film had to be real and pushing the boundaries of conventional families. The idea was to give the audiences a thought-provoking message that would tug at one’s heart strings.

Consequently, the film #TouchOfCare shares a heartwarming real life story of Gauri Sawant, a transgender who takes on the responsibility of a young girl Gayatri.

With this campaign, Vicks has taken a progressive step to portray that care transcends all stereotypical boundaries and is heartfelt. The idea was to trigger conversations about families formed by care. And that the #TouchOfCare extends beyond biological ties.

• On 30th March 2017, the digital film was released on Vicks India’s YouTube channel & Facebook page. The 1st 24 hours were crucial as a family care brand was dealing with an extraordinary story which was never explored before. Also, the PR mechanism had to remain relevant to retain its emotional connect

• A note with details of the film was shared with relevant media & the film’s director Neeraj Ghaywan, propagated the film by posting it on social media platforms

• Celebrity influencers namely Virat Kohli, Anupam Kher, Tisca Chopra, Lara Bhupati, Soha Ali Khan, Krystel Dsouza, Mahesh Bhupati, Vidya Balan, Shobha De, Karan Johar & Nimrat Kaur joined the conversation by expressing their feelings on social media pro bono purely being touched by the video’s message

• Strategic media interviews with Gauri were organized for audiences to understand Gauri’s journey. These stories were shared by publications on their social media platforms

•The film went viral within 24 hours of launch

•Within 48 hours, with no paid media support, or promoted views, PR alone generated over 4 Million views for the #TouchOfCare film. Only 13% of the impression came from inorganic push

•Vicks was trending on Facebook on Saturday, 1st April due to extensive conversations around the campaign

•Total Impressions on Video: 116 Million+, 35.9 million views

•Over 1.5 Million interactions generated across social media

•Media outreach: over 125 organic clips and still counting garnering 600 million impressions

•Earned media value of over 3 million USD

•Major publications like Hindustan Times, Economic Times, India Today, Huffington Post, Mumbai Mirror, BuzzFeed, NBC, Outlook Business, IBN, NDTV, Aaj Tak, CNN International, New York Times among others have given the film positive media coverage. And some doing multiple stories sharing them on social media platforms

•Leading electronic channels like NDTV, Aaj Tak, IBN Lokmat, India Today, Zee News, CNBC Awaaz have carried a 4 minute positive story featuring the full video at no cost. Global associations related to UN (UN-AIDS-Asia Pacific, UN Women) shared the campaign on Twitter

•The film received mass appreciation from audiences on social media platforms. For instance; “Because all that a child needs is his mother’s #TouchOfCare. Thanks to Vicks for reminding us”; “The Vicks ad about a mother daughter duo will tear you up” and “One of the best ads I have seen in a long time. Beautifully done.”

•8% increase in brand recall & 23% increase in sales