BRAND connect with modern mothers in India

BRAND PURPOSE:

 ‘Touch of Care’ weaves together two controversial topics – adoption and transgender rights 

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 “The brand wants consumers to recognize that everyone has a right to family. Wherever there is care, that bond is a family.”

                  

Campaign is all about:

The story of  Gauri Sawant’s, a transgender and an activist, who adopts orphaned Gayatri and fights against societal stigma to raise her as her own child.

Based on a true story, the video opens with Gayatri on her way to boarding school, recounting how she met her adoptive mother. Directed by Neeraj Ghaywan of Masaan fame, the ad subtly brings to the fore the fact that Gauri sends off her daughter to keep her from witnessing the atrocities she is forced to endure everyday.

“My Civics book says that everyone is entitled to basic rights. Then why is my mother denied them? That’s why I want to become a lawyer, not a doctor — for my mother,” questions Gayatri.

Conceptualized by Publicis Singapore for Procter & Gamble, the video shows how Gayatri, at the age of 6, loses her biological mother, a sex worker, to HIV AIDS.

The narrative ends with Gayatri vowing to grow up and become a lawyer to ensure equal rights for her mother, for transgender in India. Gayatri and Gauri’s story lives on.

The campaign was created to connect with modern mothers in India and engage them in a conversation around the brand’s point of view that everyone deserves the touch of care. While definitions of family and care may evolve, the touch of care will remain timeless. 
Public is Singapore came up with the idea of a transgendered person taking care of a child. I was instantly drawn to it. It was about the girl travelling in a bus to her school and reminiscing the time spent with her mother. 

 

Creative Strategy:

Vicks has always been about the gentle touch of a mother’s care, as she caresses and gives relief to her child. With the #TouchOfCare campaign we are going a step further and expounding the importance of care beyond just the traditional perception of family. The campaign shows how people who, though not connected by blood, end up being family through care itself.”

 

 ESSENCE:

 Vicks has raised the voice for unequal treatment that exists in our country and our responsibility to look after this issue Saluting the spirit of human care as the ultimate definition of a family despite the barrier of societal prejudice.

 

WHY PEOPLE LIKE THIS VIDEO:

People liked this campaign because  it conveys a good message that the public must see; that transgender women can also be mothers and good mothers, and that our rights to motherhood should be respected

 

ADVANTAGE OF DIGITAL MEDIA AND WHY DIGITAL MEDIA:

Digital media include software, digital images, digital video, video game, web pages and websites, including social media, data and databases, digital audio, such as MP3 and electronic books.

Flexibility (on any device), Time saving, cost effective, Reach ability, Easy to share the information, Users can view the content ‘n’ number of times 24×7, The viewer’s count can be estimated, Viewers interest and taste can be analyzed.

Also, digital media can be accessible by any type of customer irrespective of their demographics which helps the company to reach/penetrate into the market very fast until the last mile.

 

TRADITIONAL VS. NON-TRADITIONAL MEDIA:

Traditional media includes – Print media, Radio, Television, Pamphlets, Billboards, etc.

            The marketing via traditional media is costly and can only reach limited audience than estimated. Also, the selection of communication media is tough as number of customers and targeted customers differ from each media.

Non-Traditional Media includes – websites, emails, mobiles, social networks, Professional networks, etc.

            Marketing via non-traditional media is cost effective and the content can reach the targeted audience within short span of time and also to the vast number of customers with different demographics.

 

WHAT IS THE LINK BETWEEN CORPORATE GOAL, BRAND PURPOSE AND BRAND COMMUNICATION?

The brands, brand communications are entirely dependent on the corporate goal. The company can deliver its goods and services as per its corporate goal. Also, the company can sustain for a long period, if it is committed to improvement of the customers life rather than to improve its profits. Also, the company can communicate to its customers based on its goal

 

Vicks has always been about the gentle touch of a mother’s care, as she caresses and gives relief to her child. With the #TouchOfCare campaign we are going a step further and expounding the importance of care beyond just the traditional perception of family. The campaign shows how people who, though not connected by blood, end up being family through care itself.”

 POST CAMPAIGN RESULTS:

The film went viral within 24 hours of launch. Within 48 hours, with no paid media support, or promoted views, PR alone generated over 4 million views for the #TouchOfCare film.
Major Indian news publications, electronic channels and international media houses have given the film positive media coverage.
Strategic media interviews with Gauri Sawant were organized for audiences to understand her journey. These stories were shared by publications on their social media platforms.
The video got nearly9.7 million YouTube views.

·        The campaign received unique mentions on over various platforms.

·        This all helped increase brand But more importantly, the campaign

Supported that transgender women can also be mothers and good mothers,

 

 

Challenges:

The brand had to break the shackles of a typical family by going beyond product selling to touch upon selflessness and universal care that exists outside the orthodox beliefs of Indian social values and structures.