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...