With its legacy of ‘care’ and the transformative power that it can bring about in human lives, Vicks for years has been driving the message that ‘everyone deserves a #TouchofCare’ with its series on the same subject. And to promote the message, it has kept digital at the core of its communication strategy.
Himanshu Tewary, Senior Director and Category Head, Personal Healthcare, Procter and Gamble, told BestMediaInfo that consumers are now online 24/7 and it is important to engage with them where they are. This puts digital at the core of its communication effort.
“On social media platforms such as Instagram, our content is designed to resonate with our millennial audience with a new-age tonality. We run moment marketing content through social and engage in strategic partnerships with popular YouTube series to expand our audience reach. When it comes down to promoting our #TouchofCare series, we actively use YouTube as our primary medium to boost engagement among influencers and consumers,” he said.
Each part of the series is unique and tells a different story.
Tewary said what started as a campaign has today grown into a movement, reinstating the power of care by bringing real-life extraordinary stories of care to the fore.
“Our agency brief is always rooted in identifying and honouring a story that is extraordinary and contextual to today’s times,” he said.
The first #TouchofCare film in 2017 highlighted how through care, families are formed beyond biological ties; breaking stereotypes and demonstrating how anyone can be a mother. The story focusing on orphan Gayatri and her transgender mother Gauri Sawant received an overwhelming response from people across the world.
The second #TouchofCare film brought to light the story of Nisha, a girl born with Ichthyosis, a genetic skin condition, who was abandoned by her biological parents at birth. The campaign’s focus was to turn the strides of rejection for specially abled children into acceptance by driving awareness with a #TouchOfCare just like Nisha, whose life took a positive turn with the unconditional love and care extended by her adoptive parents.
The third edition of #TouchOfCare is a tribute to the extraordinary acts of care, courage and bravery of Late Dr. Dnyaneshwar Bhosale and the doctor community across the nation.
Touched and inspired by Dr. Dnyaneshwar Bhosale’s story and his efforts to ensure that many less fortunate children received life-saving medical attention during the pandemic, the film was a solemn reminder that like Dr. Bhosale, hundreds of doctors lost their lives during the pandemic leaving their families and dreams behind.
He, like many other healthcare workers, went too soon, leaving behind his wife, kids, and his dreams of building his own paediatric hospital. The brand is now helping the family to achieve his dream.
“Bringing his story to light and supporting his wife to help build a paediatric hospital in his memory is our small endeavour to give back to our doctor community,” he said.
Shot and conceptualised amid the pandemic, he said the campaign for the very first time had to be executed remotely.
Asked if the brand plans to launch the fourth edition of the series, Tewary said, “With #TouchofCare, we are committed to inspire a tangible change and we will continue to highlight inspiring stories that capture the evolving social dynamics, and share the extraordinary acts of care behind them with the world.”
The three films have won accolades, including one Silver and three Bronzes in Cannes Lions 2019.
Explaining what it takes for a brand to create award-winning campaigns that not only carry its philosophy but are touched by all, he said that as marketers, consumer studies are a strong part of what the brand does on a daily basis.
“When it comes down to campaigns, we apply the same understanding — putting oneself into the shoes of the protagonist to deeply understand what makes their story extraordinary and how it can be a source of inspiration to consumers to join in the brand’s vision,” he said.