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  • SUB CATEGORY :
    BEST USE OF NON-FICTION FILM
  • COMPANY ENTERING :
    PUBLICIS SINGAPORE, SINGAPORE
  • TITLE :
    ONE IN A MILLION
  • BRAND :
    VICKS INDIA
  • ADVERTISER :
    P&G
  • AGENCY :
    PUBLICIS SINGAPORE, SINGAPORE
  • CHIEF CREATIVE OFFICER :
    AJAY VIKRAM
  • COPYWRITER :
    MIHIR DHAIRYAWAN/JOCELYN CHABANIS
  • ART DIRECTOR :
    EUGENE PUA
  • ACCOUNT DIRECTOR :
    NATALIE VANDER VORST/PRACHI PARTAGALKAR/
    JESSICA GELI/MANINDER BALI
  • STRATEGIC PLANNING DIRECTOR :
    ED BOOTY
  • STRATEGIC PLANNING MANAGER :
    JOSH ROTH
  • OTHER CREATIVE CREDITS :
    VANESSA CHUA/ADLI JUMAT
  • MEDIA AGENCY :
    MSL 20:20, MUMBAI
  • FILM PRODUCTION COMPANY :
    OFFROAD FILMS, MUMBAI
  • DIRECTOR :
    ANAND GANDHI
  • CINEMATOGRAPHER :
    DAVID FOULKES
  • PRODUCTION DESIGNER :
    NITIN ZIHANI
  • EXECUTIVE PRODUCER :
    KHALIL BACHOOALI
  • FILM PRODUCER :
    FAHAD PATHAN/ABHIRAMA KANEKAR
  • POST-PRODUCTION COMPANY :
    OFFROAD FILMS, MUMBAI
  • SPECIAL EFFECTS COMPANY :
    OFFROAD FILMS, MUMBAI
  • SOUND PRODUCTION COMPANY :
    OFFROAD FILMS, MUMBAI
  • CAMPAIGN SUMMARY :
    VICKS HAS BEEN A HOUSEHOLD NAME IN INDIA FOR OVER 50 YEARS. BECAUSE OF ITS RICH HERITAGE, THE BRAND ALWAYS BELIEVED IT HAS
    A STRONG STAKE IN EVERY INDIAN FAMILY. HOWEVER, OVER TIME IT WAS BEING SEEN AS OLD-FASHIONED AND OUTDATED, ESPECIALLY AMONG OUR CORE AUDIENCE OF YOUNG INDIAN FAMILIES. IN 2017 WE SUCCESSFULLY LAUNCHED THE FIRST INSTALMENT OF THE ‘TOUCH OF CARE’ CAMPAIGN.
    IT CHALLENGED PERCEPTIONS AND REKINDLED THE BRAND’S PURPOSE IN THE HEARTS OF OUR AUDIENCE – BRINGING TO LIFE OUR BELIEF THAT “WHERE THERE’S CARE, THERE’S FAMILY”. THIS YEAR, WE DECIDED TO TELL THE REAL-LIFE STORY OF NISHA, A GIRL WITH THE RARE SKIN CONDITION ICHTHYOSIS, AND THE EXTRAORDINARY LOVE AND CARE PROVIDED BY HER ADOPTIVE PARENTS ALOMA AND DAVID LOBO. BEYOND THE FILM, WE LAUNCHED THE TOUCH OF CARE FUND, TO HONOUR EXTRAORDINARY STORIES OF CARE THAT HAVE EMERGED BEYOND
    THE CONVENTIONAL FAMILY. THE SUCCESS OF THE SECOND WAVE PROVED THAT ‘TOUCH OF CARE’ CONTINUES TO BE A RELEVANT CONVERSATION AMONGST THE INDIAN NATION, AND HAS MADE VICKS ONCE AGAIN A BRAVE CHAMPION OF TRANSFORMATIVE CARE. THE FILM GARNERED APPROXIMATELY 31 MILLION VIEWS. IT SPARKED CONVERSATION ACROSS THE COUNTRY ON THE ISSUE OF ADOPTION AND HOW EVERYONE NEEDS 'FAMILY CARE'.
  • THE BRIEF :
    THIS YEAR, WE AIMED TO MAKE VICKS NOT ONLY A STRONGHOLD OF EVERY FAMILY UNIT BUT TO TAKE PART IN MEANINGFUL TRANSFORMATIONS – NOT JUST THROUGH FILMS BUT BY ENGAGING IN CONVERSATIONS AND SUPPORTING INITIATIVES RELATED TO THE TOPICS SHOWN IN EACH STORY. TO ACHIEVE THIS, WE RE-ESTABLISHED VICKS’ OWNERSHIP OF CARE BY GIVING THE TIMELESS IDEA OF FAMILY CARE
    A FRESH AND CONTEMPORARY MEANING. IN THE SECOND ‘TOUCH OF CARE’ INSTALMENT, WE AIMED TO AUTHENTICALLY AND CREDIBLY TELL
    A DIFFERENT STORY OF UNCONDITIONAL LOVE AND EXCEPTIONAL CARE. BUT THIS TIME, TO GO BEYOND JUST A FILM. PUTTING OUR BRAND PURPOSE – TO CELEBRATE THE POWER OF CARE AND ENCOURAGE MORE OF IT IN THE WORLD – INTO ACTION.
  • THE STRATEGY :
    WE AIMED TO INSPIRE YOUNG INDIAN FAMILIES BY CONTINUING TO ‘REDEFINE FAMILY CARE’ FOR TODAY. CARE IS TIMELESS, EVER POWERFUL AND OUR ULTIMATE DIFFERENCE AS A BRAND. HOWEVER, OUR AUDIENCE RESEARCH SHOWED US THAT FAMILY IN INDIA IS AN EVOLVING IDEA.
    NO LONGER WAS FAMILY SUCH A TIGHTLY DEFINED UNIT. WE IDENTIFIED
    THE OPPORTUNITY TO ACKNOWLEDGE AND EMBRACE THIS CHANGE. THROUGH UNEARTHING AND SHINING A LIGHT ON STORIES OF EXTRAORDINARY CARE, WE ALSO WANTED TO CONTINUE RAISING AWARENESS SOCIAL ISSUES THAT WERE RELEVANT TO OUR AUDIENCE. FOR THIS YEAR, WE CHOSE TO GIVE ATTENTION TO ADOPTION OF CHILDREN (IN PARTICULAR) WITH SPECIAL NEEDS, AND HOW IN A COUNTRY OF 1.3BN PEOPLE, ONLY 42 DISABLED CHILDREN WERE ADOPTED IN 2017. WE BELIEVE THIS IS AN IMPORTANT TOPIC THAT OUR BRAND MUST GIVE LIGHT TOO, GIVEN OUR BELIEF THAT ‘EVERY ONE, EVERY CHILD DESERVES CARE.’ FINALLY, WE WANTED TO MAKE A TANGIBLE DIFFERENCE AND PUT BELIEF INTO ACTION. THE TOUCH OF CARE FUND AIMS TO HELP INSTIGATE MORE CARE BY ALLOWING US TO INVEST AND PARTICIPATE IN CHARITIES, NGOS OR COMMUNAL PROJECTS TO SUPPORT LOCAL ACTION RELATE TO EACH STORY.
  • THE EXECUTION :
    WE WANTED TO INSPIRE CONVERSATION BY PUSHING THE BOUNDARIES ON WHAT FAMILY AND CARE MEAN THROUGH THE STORY OF A FAMILY NEVER BEFORE FORMALLY ACKNOWLEDGED BY SOCIETY. WE HAD ALREADY SPARKED A NATIONAL DEBATE BY TELLING THE STORY OF GAURI SAWANT AND HER DAUGHTER GAYATRI. AS A TRANSGENDER MOTHER WHO RAISED HER ADOPTED DAUGHTER BY HERSELF, HER STRUGGLES AND BRAVERY EPITOMISED WHAT FAMILY CARE CAN BE. IN THE SECOND INSTALMENT, WE DECIDED TO TELL THE REAL-LIFE STORY OF NISHA,
    A GIRL WITH A RARE SKIN CONDITION ICHTHYOSIS, AND THE EXTRAORDINARY LOVE AND CARE PROVIDED BY HER ADOPTIVE PARENTS ALOMA AND DAVID LOBO. BEYOND THE FILM, WE LAUNCHED THE TOUCH OF CARE FUND, TO HONOUR EXTRAORDINARY STORIES OF CARE THAT HAVE EMERGED BEYOND THE CONVENTIONAL FAMILY. WE ALSO WORKED WITH CARA (INDIA’S GOVERNMENT DEPARTMENT THAT HANDLES
    THE ADOPTION PROCESS) TO SCREEN NISHA’S TOUCH OF CARE STORY AT ADOPTION CENTRES FOR PROSPECTIVE ADOPTIVE PARENTS. THEREBY REPLICATING THE INTENT OF THE FILM - EVERYONE DESERVES A TOUCH OF CARE - AT THE VERY MOMENT THEY’RE CONSIDERING ADOPTION.
  • THE RESULT :
    THE FILM WENT VIRAL AND GARNERED MORE THAN 31 MILLION TO DATE.
    IN TOTAL, THE COVERAGE OF THE CAMPAIGN HAS REACHED 243.6MILLION. MORE IMPORTANTLY, IT REIGNITED CONVERSATIONS ACROSS THE COUNTRY ON ADOPTION AND THE IMPORTANCE OF INCLUSIVE FAMILY CARE. IT HAD 355 EXPOSURES FROM THE LOCAL AND INTERNATIONAL PRESS, INCLUDING TOP CELEBRITIES FROM DIFFERENT FIELDS – LEADING SPORTSPERSONS LIKE GAUTAM GAMBHIR, YUZVENDRA CHAHAL, BOLLYWOOD ACTORS LIKE RAJ KUMMAR RAO, SOHA ALI KHAN,
    AND INTERNATIONAL DIPLOMATS LIKE SHASHI THAROOR. THE BIGGEST GOVERNMENT-AFFILIATED ADOPTION CENTER CARA – ALSO STARTED SHARING THE TOUCH OF CARE MESSAGE. TO DATE, WE HAVE AT LEAST USD $42.8MILLION OF EARNED MEDIA. BUT THE BIGGEST POSITIVE HAS BEEN THE CHANGE IN PEOPLE'S OUTLOOK TOWARDS ADOPTION.
    THE COMMENT SECTION OF THE VIDEO IS A TESTIMONY TO THAT. WE'VE ALSO SEEN THE VICKS TOUCH OF CARE FUND’S FIRST TANGIBLE RESULT WITH ITS FIRST BENEFICIARY - GAURI SAWANT’S SHELTER FOR ABANDONED CHILDREN. FINALLY, THIS CAMPAIGN HAS BEGUN TO SHOW POSITIVE IMPACT VICKS’ BUSINESS. OVERALL SALES INCREASED BY 21% AS OF END OF OCT ’18 VERSUS A YEAR AGO AND A SIGNIFICANT 1.5 PTS INCREASE IN SHARE - PROOF THAT MORE INDIAN FAMILIES ARE BELIEVING AGAIN IN VICKS AND ITS MESSAGE.
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