Vicks: One in a million #TouchOfCare

Vicks, a cough and cold medicine, increased sales and brand affinity in India by launching a campaign celebrating a girl who had been rejected by her parents at birth.

Executive summary and brief description

Vicks #TouchOfCare – a campaign that celebrates the extraordinary stories of care – entrusted PR to communicate the brand's ethos around Every Child Deserves the #TouchOfCare with Nisha Lobo's One in a Million story at the forefront. PR's key role was to strike conversations around the transformational power of care, propel eyeballs for digital film, and turn rejection into acceptance for Nisha while opening hearts for specially abled children, thus driving a colossal impact on society. Nisha, a young girl suffering from Ichthyosis, a rare genetic skin condition, was presented to the world as One...

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