NEW DELHI: Vicks, an American brand of over-the-counter medications, took the Platinum SABRE for Best in Show at the 2018 South Asia SABRE Awards.

The SABRE Awards, delivered by The Holmes Report, are the world’s largest PR awards programme and recognise superior achievement in branding and reputation in six regions: North America, EMEA, Asia-Pacific, Latin America, South Asia and Africa. WARC subscribers can read the winning case studies here.

Vicks’ Touch of Care that Moved Millions, by the agency 20:20 MSL, was able to amplify and popularise a hero video and generate conversation. The story itself explored how the idea of family is being redefined and reset; instead, Vicks looked at the idea of family care rather than the traditional family unit.

With a strategy that involved making the film’s protagonist, rather than the brand, the face of the story, engaging influencers and outreach to help the film travel further than the Indian domestic market, Vicks’ PR campaign played a pivotal role in the overall success. In addition to the Platinum SABRE, the campaign also took home an award for superior achievement in brand-building.

The four further finalists for the Platinum SABRE included Mumbai Life-Line 3 for the Mumbai Metro Rail Corporation, When Jailbirds Sing by Godrej Locks, Flavours Without Borders by McDonald’s India, and More to Give by Fortis Healthcare.

When Jailbirds Sing by Godrej Locks working with Adfactors PR did, however, take home the Superior Achievement in Creativity. The lock-maker increased awareness of the importance of home safety by creating a campaign featuring convicted thieves who showed how easy a break-in can be. The campaign culminated in the creation of a ‘Home Safety Day.’

Godrej Group, more broadly, also took home the award for Measurement and Evaluation for Leveraging Holistic PR Measurement to Raise the Bar of Godrej's Corporate Reputation Management. 

The award for achievement in reputation management went to ITC Ltd’s The Viral Truth – As Pure As a Blessing. Danone’s India Protein Movement took home the gong for Research and Planning for Not just rural, urban India too is protein deficient! 

In terms of agencies, Avian WE claimed the most awards with five overall, followed by Value 360 Communications with four, and First Partners on four including a partnership.

Sourced from The Holmes Report