Vicks: Touch of Care

Over-the-counter brand Vicks used long-form video, distributed purely on social media, to reignite affinity, trust, and respect for the brand in India.

Campaign details

Brand: Vicks IndiaBrand owner: Procter & GambleLead agency: Publicis SingaporeContributing agencies: MSL IndiaCountry: IndiaIndustries: Non-prescription, OTC productsMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

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 maternal care. But the brand had begun to rest on its equity laurels, driving growth through extension, news, and rational persuasion, without refreshing brand affinity. With India's steady...

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