Vicks: Touch of Care

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Advertiser: Procter & Gamble (P&G)Brand: VicksAgency: Publicis SingaporeCountry: India

Objectives

An iconic brand and household name

Vicks is a true success story in India. After entering the market over 50 years ago as a little jar of Vaporub, Vicks became a beloved brand and trusted staple – in the majority of Indian households – for soothing cough and cold suffering for the family.

On the back of this success, it then extended to other segments and quickly rose to become the no.1 cough and cold relief brand in India. For three generations, the brand...

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