Among purpose-led communications in India, few have made a mark like the PR campaign case study of Vicks #TouchOfCare (2019). This wasn’t just a brand video—it was a reflection of evolving societal values. Vicks, traditionally known for cold-relief products, took a bold step. The campaign focused on real-life care, inclusivity, and love that goes beyond conventional family definitions.
The protagonist, Gauri Sawant, a transgender activist, adopted and raised an orphaned girl named Gayatri. Her journey represented compassion beyond societal norms. Released digitally, this two-minute film not only went viral but also shaped conversations around empathy, identity, and motherhood in India.
Hence, this PR campaign case study serves as a benchmark in emotional branding and socially aware communication.
The campaign remains relevant even years later because it addressed universal human emotions. Its focus on parenting, acceptance, and identity struck a deep chord with the Indian audience.
Despite being a short-form digital film, it delivered massive engagement and lasting reputational benefits for Vicks. With zero ad spend, the campaign achieved results that traditional marketing often fails to produce.
Moreover, it challenged social norms through an authentic narrative—something rarely seen in Indian brand communications.
The PR campaign case study centred around Gauri Sawant’s true story. As a transgender woman, she adopted a young girl and raised her as her daughter. Vicks told this story through a simple, emotionally powerful video.
The campaign argued that care transcends gender, bloodlines, and social expectations. By choosing this story, Vicks positioned itself as more than a healthcare brand—it became a messenger of progressive Indian values.
Although subtle in product visibility, the video was strong in emotional resonance.
Read More: Case Study: Paper Boat’s #FloatABoat – A Masterclass in Emotional Branding
Timing and narrative were crucial in the rollout:
Therefore, this PR campaign case study shows how long-term impact can stem from a short-form narrative when storytelling aligns with public sentiment.
The brand needed to evolve. Vicks wanted to be seen not just as a product but as a purpose-led name. However, tackling themes such as transgender parenting carried reputational risks.
The challenge lay in conveying a message that was progressive yet grounded, emotional yet not manipulative.
The brand had to balance authenticity with sensitivity. It needed to avoid being preachy, which is often a pitfall in issue-based branding.
Hence, storytelling had to do the heavy lifting without compromising on empathy or respect.
In this PR campaign case study, the strategy was based on five pillars:
Moreover, the brand resisted the urge to explain or justify. Instead, it let the viewer feel.
At the heart of this PR campaign case study was the idea that “Everyone deserves a touch of care.” The campaign didn’t discuss illness, medicine, or symptoms.
Instead, it highlighted values like inclusion, family, and compassion. Vicks positioned itself as a companion in care—not merely a treatment provider.
This pivot allowed the brand to build deeper emotional bonds with socially aware consumers, especially among India’s urban youth.
The execution relied entirely on earned and owned media. Here’s how Vicks maximised its reach:
Therefore, the campaign showed that compelling storytelling could outperform traditional ad spend in brand visibility.
This PR campaign case study delivered outstanding outcomes:
According to communication strategist Karthik Srinivasan, the film succeeded because it “allowed the message to breathe, without overcrowding it with brand speak.”
Future PR professionals can gain several insights from this campaign:
Moreover, it’s a reminder that public relations is as much about social storytelling as it is about corporate communication.
Read More: Words Matter. So Does Knowing How to Use Them
Every PR campaign case study has risks, and this one was no exception:
However, by rooting the message in authenticity, Vicks avoided major backlash. Positive responses vastly outnumbered the negative ones.
This campaign was path-breaking for several reasons:
Therefore, this PR campaign case study is now taught in communication schools and marketing seminars across India.
Looking to build a career where stories shape perceptions and drive change? Explore the specialised PR and corporate communication programme at the School of Communication & Reputation (SCoRe). Learn from industry leaders, work on real-world case studies, and get trained to lead future campaigns like #TouchOfCare.
Start your journey toward impactful storytelling today. Who knows? The next memorable campaign could be yours. Visit us today https://www.scoreindia.org/ or give a call at +91 98115 72673 to know about the course in Public Relations.
