Vicks’ recent #TouchOfCare campaign brand film has garnered more than 21 million views on YouTube in just 3 weeks. It has touched many people’s hearts and sparked a discussion about things which are not often talked about. If you are one of the few who haven’t watched it yet, here is the film
It tells the real story of Nisha affected by ichthyosis, a rare genetic skin condition who was adopted by David and Aloma Lobo. While Nisha herself features in this film, her parents are played by actors because they had to be shown at different age period in the script.
Country Marketing Manager speaks
Ritu Mittal, country marketing manager for Vicks India told CNBC-TV18 that the campaign is about showing how care is deeply rooted in parent-child relationship which is also a case with Vicks brand. She emphasized that Vicks thought what could be better than sharing the real stories of extraordinary people whose care changed someone’s life.
She added that consumer is changing very rapidly. People’s care is not confined to the biological relations. In an effort to connect and inspire them from these stories, this #TouchOfCare campaign was started. Today’s consumer want to invest in brands which are vested in goodness. People are thinking beyond functional aspects of the brand which are the social causes the brand is associated with and what values the brand stands for, she said.
Publicis Singapore agency helped Vicks India to find Nisha’s family. It is a partner agency of Vicks for creative content. After Ajay, chief creative officer on global clients at Publicis Singapore met Nisha’s family, it was very clear that this story deserves to be told. After a successful first film about Gauri Sawant, Publicis worked for almost a year to get the story that resonates with people and the brand value of care.
Subtleness of Brand
One striking feature of this campaign is the downplaying of the brand name in the film. Vicks India took a very courageous decision of not to include the brand name until the last frame of the film. Vicks focussed on staying true to the story and subtly relating the care one often relates Vicks with. This is one of the big reason why the film is resonating with people. Everyone would relate Vicks with the “care” which was the underlying emotional connect in this film.
Bringing the change
As shown in the film, there are 29.6 million orphans in India based on the State of the World’s Children Report, 2016. In 2011, the number was 20 million. Almost 9 million growth in the number of orphans is certainly not the indicator of a country on the path of development. In the same period of 2010-2016, India’s adoption number has decreased from 5693 to 3011 (Source: CARA)
It is important that we as a society change our perceptions about adoption and such campaigns by Vicks are certainly bringing out awareness amongst public.
More information about adoption process in India is available below