Table of Contents

1. Why Is This PR Campaign Case Study Still Talked About?
2. What Was the Central Idea Behind the Campaign?
3. How Did the PR Campaign Case Study Unfold?
4. What Was the Main Communication Challenge?
5. How Was the PR Campaign Strategy Executed?
6. What Core Message Did Vicks Aim to Deliver?
7. How Did This PR Campaign Case Study Use Media Channels?
8. What Was the Overall Public and Industry Response?
9. What Lessons Can Be Learned from This PR Campaign Case Study?
10. What Risks Were Involved in the Campaign Strategy?
11. Why Does This PR Campaign Case Study Stand Out?

A Landmark in Purpose-Driven Brand Communication in India

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.

Why Is This PR Campaign Case Study Still Talked About?

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.

What Was the Central Idea Behind the Campaign?

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

How Did the PR Campaign Case Study Unfold?

Timing and narrative were crucial in the rollout:

• Early March 2019: Teasers for the #TouchOfCare film began circulating on social media.
• 8 March 2019: The full video premiered online on Women’s Day.
• March–April 2019: The campaign went viral through organic sharing and media coverage.
• Post-campaign: Gauri Sawant gained visibility through interviews, public appearances, and educational forums.

Therefore, this PR campaign case study shows how long-term impact can stem from a short-form narrative when storytelling aligns with public sentiment.

What Was the Main Communication Challenge?

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.

How Was the PR Campaign Strategy Executed?

In this PR campaign case study, the strategy was based on five pillars:

1. Authenticity: Gauri Sawant’s story was told truthfully without fictional elements.
2. Emotional Core: The narrative centred on real love and parenting.
3. Digital-First Approach: The video launched on YouTube and social media.
4. Cultural Timing: Releasing it on Women’s Day gave it thematic strength.
5. Minimal Branding: Vicks appeared subtly, letting the story take centre stage.

Moreover, the brand resisted the urge to explain or justify. Instead, it let the viewer feel.

What Core Message Did Vicks Aim to Deliver?

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.

How Did This PR Campaign Case Study Use Media Channels?

The execution relied entirely on earned and owned media. Here’s how Vicks maximised its reach:

• YouTube Premiere: The main video debuted on YouTube on March 8.
• Social Sharing: The #TouchOfCare hashtag connected it to Vicks’ earlier campaigns.
• Media Pick-Up: Leading publications and digital platforms like The Hindu, YourStory, and The Quint covered the story.
• Influencer Endorsements: Public figures and LGBTQ+ advocates amplified the message.
• Offline Events: Gauri spoke at various events, further strengthening the narrative’s credibility.

Therefore, the campaign showed that compelling storytelling could outperform traditional ad spend in brand visibility.

What Was the Overall Public and Industry Response?

This PR campaign case study delivered outstanding outcomes:

• 10 million+ views on YouTube, with strong emotional engagement.
• Brand Affinity Boost among millennials and progressive consumers.
• Award Recognition at Kyoorius and Effies.
• Media Mentions in both mainstream and industry publications.
• Societal Impact: The campaign contributed to wider awareness of transgender parenting in India.

According to communication strategist Karthik Srinivasan, the film succeeded because it “allowed the message to breathe, without overcrowding it with brand speak.”

What Lessons Can Be Learned from This PR Campaign Case Study?

Future PR professionals can gain several insights from this campaign:

• True Stories Resonate: Audiences respond better to lived experiences.
• Less Branding, More Emotion: Focus on feelings, not features.
• Social Issues Need Careful Handling: Respect and sensitivity must guide execution.
• Purpose Builds Trust: A brand with values stands out in crowded markets.
• Timing Drives Reach: Strategic release dates increase media relevance.

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

What Risks Were Involved in the Campaign Strategy?

Every PR campaign case study has risks, and this one was no exception:

• Cultural Sensitivity: The portrayal of a transgender parent could have alienated conservative viewers.
• Brand Image: Some feared it would seem too “off-topic” for a healthcare product.
• Social Media Backlash: In India’s digital space, even well-meaning campaigns can attract criticism.

However, by rooting the message in authenticity, Vicks avoided major backlash. Positive responses vastly outnumbered the negative ones.

Why Does This PR Campaign Case Study Stand Out?

This campaign was path-breaking for several reasons:

• It was the first major brand in India to feature a transgender parent.
• It relied solely on organic digital reach, not traditional advertising.
• It transformed a functional product into a values-driven brand.
• It proved that purpose-driven storytelling can shape public discourse.

Therefore, this PR campaign case study is now taught in communication schools and marketing seminars across India.

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