- Vicks needed to stop declining sentiment and brand trust in India by winning the loyalty of a new generation of parents.
- Vicks had always stood for family care but in a new globalised age, with growing urbanisation and migration all across India, the idea of family had begun to change.
- Vicks launched #TouchOfCare, two videos featuring an adopted girl who narrates her struggle with a skin disease and a transgender mother who narrates the prejudices she faces, both highlighting the importance of their families.
- Penetration grew to 6.5 million, market share grew by 5%, and the campaign...
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