Grab the tissues: Vicks #TouchOfCare is back with another viral ad

On YouTube, the zero branding ad has crossed over 4,675,023 views and counting

e4m by Misbaah Mansuri
Updated: Oct 12, 2018 8:20 AM

Vicks India recently launched the second edition of Vicks #TouchOfCare, its heart-warming campaign that went viral last year. Five minutes into a conversation with Ritu Mittal, Country Marketing Manager, Vicks India, and she shares, “There is always the pressure of doing more of what has worked but we really waited for the right story.” 

‘Vicks - 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.

Back with a bang

The second campaign continues to spread the idea that ‘Every child deserves the touch of care’. 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. Her life was transformed when she was adopted by Aloma and David Lobo, who despite having children of their own, gave Nisha a family which showered her with unconditional love and the #TouchOfCare. The film captures Nisha’s story as she sails through the challenges and complexities of life, with her mother and a family at her side.  It depicts how Nisha, who is an extraordinary girl, leads an ordinary, regular life - one of hopes, dreams and challenges - and how Aloma has brought her up in a way that is no different from anyone else. 

The ad had crossed over 4,675,023 views on YouTube (at the time of writing this article). Mittal reveals that as the brand started working on the campaign they realized that the institution of family today is not as tightly-defined as it was. “We wanted to bring the purpose of our brand to life. People today are increasingly living away from their traditional environment. So we as a brand wanted to take this opportunity to acknowledge and embrace the power of family to transform a life.  And, we thought that the story of Nisha really deserved to be heard,” she explains.

 "We pondered, 'Is India ready for it?' Can we talk about care beyond the biological boundaries of our family? Our agency reaffirmed us that the consumer is actually ready and the consumer is far more evolved than what we think,” she continues. Mittal said that it took courage to ahead with a film that was minimal on branding. “Too much of the brand takes away from the authenticity and credibility of story-telling,” she reasons.

Turning to experts

Varun Duggirala, Content Chief and Co-founder, The Glitch, opines that the ad communication brings forth a genuine range of emotions with it. "The ad definitely makes us take a hard look, both at ourselves individually and as a society. Many a times brands try to portray their values in this way, but this is one of those times when the messaging and the delivery are both spot-on.  It's a well-balanced and beautifully enacted film,” he says.

Isobar’s NCD, Anish Varghese feels the team has nicely married the brand spirit with real-life events. “It’s not an easy task to tell a true story, that too without losing the essence of the real events which happened 17 years ago. Hats off to Vicks and their agency for telling us such moving stories with the #TouchOfCare campaign. Chronologically we think of the brand first and then craft a story. Here, it’s a reverse engineering of sorts, as around the real-life event the brand integration happened.  I just feel, a story of this nature evokes an eerie feeling when told visually, which may or may not work in the brand’s favour,” explains Varghese.

According to Deepak Singh-Chief Creative Officer, The Social Street, the concept is quite powerful, as is the execution and brand connect. “The emotion is nicely built in the story and I think it's got a good brand connect as well. The execution is notable as the film is nicely shot. The casting and music also complement the whole idea,” he says.

 Shrenik Gandhi, Co-Founder and Chief Executive Officer, White Rivers Media, too lauds the focus on story-telling sans any branding. “In the age of abundance of micro videos, not all three- minutes catch the attention. It has to be 'one in a million', this one really is. Great storytelling,  strong voice-over and most of all, a very hard-hitting concept. There is no reason this shall not be viral again and win a plethora of awards. Zero brand plugin was the cherry on the cake. Great job!" he says.

See the video:

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