Campaign details

Brand: Vicks India
Brand owner: Procter & Gamble
Lead agency: Publicis Singapore
Contributing agencies: MSL India
Country: India
Industries: Non-prescription, OTC products
Media channels: Online video, Social media
Budget: 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 growth, this did not affect the brand until an unexpected event exposed unexpected weakness.

Vicks had to return to its growth curve and accelerate the business by at least 10%. This is the story of how strong affinity for the brand was reignited, and the dramatic business impact that resulted.

Market background and cultural context

An iconic brand and household name