MAM

Will never look at rebranding Vicks: P&G India

Will never look at rebranding Vicks: P&G India

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/10/11/P%26G.jpg?itok=oA4Wug5Q

MUMBAI: Nearly all of us remember the Vicks ad that went viral last year featuring transgender social worker Gauri Sawant and her daughter Gayatri. The ad touched and moved many. In the second phase of the campaign, Vicks has launched a new digital campaign for its #TouchOfCare brand proposition.

‘One in a Million’ is yet another inspiring story, this time of Nisha, a young girl who has Ichthyosis, a genetic skin condition. The transformation of Nisha due to the love and care provided by her adoptive parents Aloma and David Lobo, forms the crux of this digital video.

Created by Publicis Singapore, the story is a first-person narrative by Nisha, an orphaned girl with Ichthyosis who was abandoned by her biological parents when she was just two weeks old.

Ever since the company launched its first digital movie in 2017, people have been curious and anticipating #TouchOfCare to turn into a series and a long term campaign. Though the multinational corporation did not see the campaign becoming this big and receiving the response that it did, P&G Healthcare regional associate brand director for Asia Maithreyi Jagannathan said that the objective of the campaign was to drive on the equity of the brand and make it beyond just a cough and cold brand so that people don’t think of P&G only when they are sick.

2017 Vicks #TouchOfCare ad:

The new digital campaign is another example of cause marketing that seems to be the recent trend in the industry. Nearly everyone wants to associate with a cause and showcase that in their advertisement. It may often become a challenge for a marketer to distinguish the media spends between cause driven campaign and functionality driven campaign. P&G however seems to have it sorted as Maithreyi confirms that while this is more of a creative campaign, the company will continue to use its functional campaigns on all media platforms.

The Gauri Sawant film went massively viral on digital as it was a digital-first campaign and only after the team saw the phenomenal response it received, it decided to leverage other traditional mediums to promote the campaign. Similarly, for this second phase of the campaign, while it has kicked off with digital, as and when the campaign grows bigger, it will use a mix of television and print to reach the masses.

Content driven marketing is becoming larger by the day and P&G does not want to be left out on it. Mentioning that it has to be a balance between data driven content and functional advertising, Vicks India country marketing manager Ritu Mittal added, “Content driven marketing is a lot more data driven today because the clear objective is that you need more people to see it. Nobody will share functional advertisement on their social media but thousands will share a powerful content.”

2018 Vicks #TouchOfCare ad:

Vicks has been around for over a decade and many may see the brand as a grandmother brand that the Gen-Z may not completely resonate with. So much so that the formulation for Vicks hasn’t changed in the last 128 years. So, is there a dire need for brand Vicks to reinvent itself? P&G clearly doesn't seem to think so. Mittal said, “You change the brand positioning only when the brand is not working and Vicks has been doing great numbers for us and so we don’t need to rebrand the product.”

Whether the decision to stick to the traditional form of Vicks works for or against the brand, only time will tell. But maybe the #TouchOfCare campaign was indeed a saviour for the company to get the millennials' eyeballs as they are all about cause buying.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/vicky.jpg?itok=ts0SVGG0
Vicky Kaushal celebrates ‘Jashn Yaari Ka’ in McDowell’s No.1 Platinum Gourmet Snacks’ campaign

MUMBAI: McDowell’s No.1 Platinum Gourmet Snacks, the latest offering from the house of McDowell’s No.1 today launched its all-new campaign “Jashn Yaari Ka”.  The campaign is an ode to Yaars who celebrate another Yaar’s successes and moments of joy. McDowell’s No.1 has always been synonymous with...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/liquid.jpg?itok=DFcpIxwU
Liqvd Asia amongst most awarded Independent Digital Agency of 2019

MUMBAI: LIQVD ASIA has consistently been recognized as one of the fastest growing agencies in India and Asia Pacific. Testimony to this is the fact that the organization has grown at an unprecedented rate over the past few years. A burgeoning kitty of accounts along with the recruitment of Industry...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/mtr.jpg?itok=dNuwshVP
MTR Foods launches new advertising campaign for their new launch - 3-minute Seviyan Upma

MUMBAI: MTR Foods Pvt. Ltd, the pioneer of packaged food products in India, today unveiled an advertising campaign for the new quick-to-cook breakfast option – 3 Minute Seviyan Upma. MTR has given one of the most popular Indian breakfasts, a 3 Minute spin. The all-inclusive mix, packed with the...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/DAN.jpg?itok=LTR1mYEo
Kotak Securities partners with DAN Data Sciences & Dentsu Webchutney to reinvent Customer Acquisition

Dentsu Aegis Network’s (DAN) Data Sciences division has collaborated with Dentsu Webchutney to reinvent ‘Customer Acquisition’ for Kotak Securities. The teams have developed MarTech solutions to reach out to potential consumers with DAN Sync. For the record, DAN Sync is a proprietary custom...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/Ravinder_Siwach.jpg?itok=TNQ4uxeg
Havas Group India appoints Ravinder Siwach as national creative director for Havas Creative

Havas Group India has strengthened its leadership in India with the appointment of Ravinder Siwach as national creative director for Havas Creative, effective immediately.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/havells.jpg?itok=_ojb_5Rb
Havells launches ‘The Great Indian Cricket Family’ digital campaign with cricketer Suresh Raina

Havells India Ltd. recently launched ‘The Great Indian Cricket Family’ digital campaign with Indian Cricketer Suresh Raina with a view to give cricket fans across the country a great opportunity to come together to support and cheer for the Indian cricket team. This is the India 1st time ever group...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/Amrita_Pandey.jpg?itok=or9knye6
Amrita Pandey of Disney joins Junglee Pictures ‏and Times Studios Originals as the CEO

The Times Group has been focussed on building a strong domain in Scripted Content. While the success of Junglee Pictures has already made a significant impact in Feature Film Entertainment, Times Studios Originals had also been set up with a clear intent to develop Digital Video Content of...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/shivkumar.jpg?itok=DVTRj5DS
ASCI upheld complaints against 114 advertisements out of 206. 49 other advertisements promptly withdrawn, 43 were not objectionable

MUMBAI: During the month of April 2019, ASCI investigated complaints against 206advertisements, of which 49 advertisements were promptly withdrawn by the advertisers as soon as they receivedthe ASCI communication. The Consumer Complaints Council (CCC) of ASCI upheld complaints against...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/three.jpg?itok=qYYzCHVz
Spanish food major, Ebro Foods appoints Publicis India to manage its Indian creative biz

Ebro India, the Indian arm of the Spanish food major, has appointed Publicis India as its creative agency. The account was won after a multi-agency pitch and will be managed by the New Delhi office of Publicis India.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories