{"id":7570,"date":"2025-06-25T08:59:38","date_gmt":"2025-06-25T08:59:38","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=7570"},"modified":"2025-06-25T08:59:40","modified_gmt":"2025-06-25T08:59:40","slug":"pr-campaign-case-study-vicks-touchofcare-2019","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/","title":{"rendered":"PR Campaign Case Study: Vicks #TouchOfCare (2019) \u2013 Redefining Family Through Purpose-Led Storytelling"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#Table_of_Contents\" >Table of Contents<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#A_Landmark_in_Purpose-Driven_Brand_Communication_in_India\" >A Landmark in Purpose-Driven Brand Communication in India<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#Why_Is_This_PR_Campaign_Case_Study_Still_Talked_About\" >Why Is This PR Campaign Case Study Still Talked About?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#What_Was_the_Central_Idea_Behind_the_Campaign\" >What Was the Central Idea Behind the Campaign?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#How_Did_the_PR_Campaign_Case_Study_Unfold\" >How Did the PR Campaign Case Study Unfold?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#What_Was_the_Main_Communication_Challenge\" >What Was the Main Communication Challenge?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#How_Was_the_PR_Campaign_Strategy_Executed\" >How Was the PR Campaign Strategy Executed?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#What_Core_Message_Did_Vicks_Aim_to_Deliver\" >What Core Message Did Vicks Aim to Deliver?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#How_Did_This_PR_Campaign_Case_Study_Use_Media_Channels\" >How Did This PR Campaign Case Study Use Media Channels?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#What_Was_the_Overall_Public_and_Industry_Response\" >What Was the Overall Public and Industry Response?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#What_Lessons_Can_Be_Learned_from_This_PR_Campaign_Case_Study\" >What Lessons Can Be Learned from This PR Campaign Case Study?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#What_Risks_Were_Involved_in_the_Campaign_Strategy\" >What Risks Were Involved in the Campaign Strategy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#Why_Does_This_PR_Campaign_Case_Study_Stand_Out\" >Why Does This PR Campaign Case Study Stand Out?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#Want_to_Know_the_Best_Institutes_for_Public_Relations_in_India\" >Want to Know the Best Institutes for Public Relations in India?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span>Table of Contents<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Why Is This PR Campaign Case Study Still Talked About?<\/li>\n\n\n\n<li>What Was the Central Idea Behind the Campaign?<\/li>\n\n\n\n<li>How Did the PR Campaign Case Study Unfold?<\/li>\n\n\n\n<li>What Was the Main Communication Challenge?<\/li>\n\n\n\n<li>How Was the PR Campaign Strategy Executed?<\/li>\n\n\n\n<li>What Core Message Did Vicks Aim to Deliver?<\/li>\n\n\n\n<li>How Did This PR Campaign Case Study Use Media Channels?<\/li>\n\n\n\n<li>What Was the Overall Public and Industry Response?<\/li>\n\n\n\n<li>What Lessons Can Be Learned from This PR Campaign Case Study?<\/li>\n\n\n\n<li>What Risks Were Involved in the Campaign Strategy?<\/li>\n\n\n\n<li>Why Does This PR Campaign Case Study Stand Out?<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_Landmark_in_Purpose-Driven_Brand_Communication_in_India\"><\/span>A Landmark in Purpose-Driven Brand Communication in India<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>Among purpose-led communications in India, few have made a mark like the <strong>PR campaign case study<\/strong> of Vicks #TouchOfCare (2019). This wasn\u2019t just a brand video\u2014it 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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Hence, this <strong>PR campaign case study<\/strong> serves as a benchmark in emotional branding and socially aware communication.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Is_This_PR_Campaign_Case_Study_Still_Talked_About\"><\/span>Why Is This PR Campaign Case Study Still Talked About?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Moreover, it challenged social norms through an authentic narrative\u2014something rarely seen in Indian brand communications.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Was_the_Central_Idea_Behind_the_Campaign\"><\/span>What Was the Central Idea Behind the Campaign?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The <strong>PR campaign case study<\/strong> centred around Gauri Sawant\u2019s 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.<\/p>\n\n\n\n<p>The campaign argued that care transcends gender, bloodlines, and social expectations. By choosing this story, Vicks positioned itself as more than a healthcare brand\u2014it became a messenger of progressive Indian values.<\/p>\n\n\n\n<p>Although subtle in product visibility, the video was strong in emotional resonance.<\/p>\n\n\n\n<p>Read More: <a href=\"https:\/\/scoreindia.org\/blog\/paper-boat-floataboat-emotional-branding\/\">Case Study: Paper Boat\u2019s #FloatABoat \u2013 A Masterclass in Emotional Branding<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Did_the_PR_Campaign_Case_Study_Unfold\"><\/span>How Did the PR Campaign Case Study Unfold?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Timing and narrative were crucial in the rollout:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Early March 2019<\/strong>: Teasers for the #TouchOfCare film began circulating on social media.<\/li>\n\n\n\n<li><strong>8 March 2019<\/strong>: The full video premiered online on Women\u2019s Day.<\/li>\n\n\n\n<li><strong>March\u2013April 2019<\/strong>: The campaign went viral through organic sharing and media coverage.<\/li>\n\n\n\n<li><strong>Post-campaign<\/strong>: Gauri Sawant gained visibility through interviews, public appearances, and educational forums.<\/li>\n<\/ul>\n\n\n\n<p>Therefore, this <strong>PR campaign case study<\/strong> shows how long-term impact can stem from a short-form narrative when storytelling aligns with public sentiment.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Was_the_Main_Communication_Challenge\"><\/span>What Was the Main Communication Challenge?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>The challenge lay in conveying a message that was progressive yet grounded, emotional yet not manipulative.<\/p>\n\n\n\n<p>The brand had to balance authenticity with sensitivity. It needed to avoid being preachy, which is often a pitfall in issue-based branding.<\/p>\n\n\n\n<p>Hence, storytelling had to do the heavy lifting without compromising on empathy or respect.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Was_the_PR_Campaign_Strategy_Executed\"><\/span>How Was the PR Campaign Strategy Executed?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In this <strong>PR campaign case study<\/strong>, the strategy was based on five pillars:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Authenticity<\/strong>: Gauri Sawant\u2019s story was told truthfully without fictional elements.<\/li>\n\n\n\n<li><strong>Emotional Core<\/strong>: The narrative centred on real love and parenting.<\/li>\n\n\n\n<li><strong>Digital-First Approach<\/strong>: The video launched on YouTube and social media.<\/li>\n\n\n\n<li><strong>Cultural Timing<\/strong>: Releasing it on Women\u2019s Day gave it thematic strength.<\/li>\n\n\n\n<li><strong>Minimal Branding<\/strong>: Vicks appeared subtly, letting the story take centre stage.<\/li>\n<\/ol>\n\n\n\n<p>Moreover, the brand resisted the urge to explain or justify. Instead, it let the viewer feel.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Core_Message_Did_Vicks_Aim_to_Deliver\"><\/span>What Core Message Did Vicks Aim to Deliver?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>At the heart of this <strong>PR campaign case study<\/strong> was the idea that <strong>\u201cEveryone deserves a touch of care.\u201d<\/strong> The campaign didn\u2019t discuss illness, medicine, or symptoms.<\/p>\n\n\n\n<p>Instead, it highlighted values like inclusion, family, and compassion. Vicks positioned itself as a companion in care\u2014not merely a treatment provider.<\/p>\n\n\n\n<p>This pivot allowed the brand to build deeper emotional bonds with socially aware consumers, especially among India\u2019s urban youth.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Did_This_PR_Campaign_Case_Study_Use_Media_Channels\"><\/span>How Did This PR Campaign Case Study Use Media Channels?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The execution relied entirely on earned and owned media. Here\u2019s how Vicks maximised its reach:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>YouTube Premiere<\/strong>: The main video debuted on YouTube on March 8.<\/li>\n\n\n\n<li><strong>Social Sharing<\/strong>: The #TouchOfCare hashtag connected it to Vicks&#8217; earlier campaigns.<\/li>\n\n\n\n<li><strong>Media Pick-Up<\/strong>: Leading publications and digital platforms like <em>The Hindu<\/em>, <em>YourStory<\/em>, and <em>The Quint<\/em> covered the story.<\/li>\n\n\n\n<li><strong>Influencer Endorsements<\/strong>: Public figures and LGBTQ+ advocates amplified the message.<\/li>\n\n\n\n<li><strong>Offline Events<\/strong>: Gauri spoke at various events, further strengthening the narrative\u2019s credibility.<\/li>\n<\/ul>\n\n\n\n<p>Therefore, the campaign showed that compelling storytelling could outperform traditional ad spend in brand visibility.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Was_the_Overall_Public_and_Industry_Response\"><\/span>What Was the Overall Public and Industry Response?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This <strong>PR campaign case study<\/strong> delivered outstanding outcomes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>10 million+ views<\/strong> on YouTube, with strong emotional engagement.<\/li>\n\n\n\n<li><strong>Brand Affinity Boost<\/strong> among millennials and progressive consumers.<\/li>\n\n\n\n<li><strong>Award Recognition<\/strong> at Kyoorius and Effies.<\/li>\n\n\n\n<li><strong>Media Mentions<\/strong> in both mainstream and industry publications.<\/li>\n\n\n\n<li><strong>Societal Impact<\/strong>: The campaign contributed to wider awareness of transgender parenting in India.<\/li>\n<\/ul>\n\n\n\n<p>According to communication strategist Karthik Srinivasan, the film succeeded because it \u201callowed the message to breathe, without overcrowding it with brand speak.\u201d<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Lessons_Can_Be_Learned_from_This_PR_Campaign_Case_Study\"><\/span>What Lessons Can Be Learned from This PR Campaign Case Study?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Future PR professionals can gain several insights from this campaign:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>True Stories Resonate<\/strong>: Audiences respond better to lived experiences.<\/li>\n\n\n\n<li><strong>Less Branding, More Emotion<\/strong>: Focus on feelings, not features.<\/li>\n\n\n\n<li><strong>Social Issues Need Careful Handling<\/strong>: Respect and sensitivity must guide execution.<\/li>\n\n\n\n<li><strong>Purpose Builds Trust<\/strong>: A brand with values stands out in crowded markets.<\/li>\n\n\n\n<li><strong>Timing Drives Reach<\/strong>: Strategic release dates increase media relevance.<\/li>\n<\/ul>\n\n\n\n<p>Moreover, it\u2019s a reminder that public relations is as much about social storytelling as it is about corporate communication.<\/p>\n\n\n\n<p>Read More: <a href=\"https:\/\/reputationtoday.in\/words-matter-so-does-knowing-how-to-use-them\/\">Words Matter. So Does Knowing How to Use Them<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Risks_Were_Involved_in_the_Campaign_Strategy\"><\/span>What Risks Were Involved in the Campaign Strategy?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Every <strong>PR campaign case study<\/strong> has risks, and this one was no exception:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cultural Sensitivity<\/strong>: The portrayal of a transgender parent could have alienated conservative viewers.<\/li>\n\n\n\n<li><strong>Brand Image<\/strong>: Some feared it would seem too \u201coff-topic\u201d for a healthcare product.<\/li>\n\n\n\n<li><strong>Social Media Backlash<\/strong>: In India\u2019s digital space, even well-meaning campaigns can attract criticism.<\/li>\n<\/ul>\n\n\n\n<p>However, by rooting the message in authenticity, Vicks avoided major backlash. Positive responses vastly outnumbered the negative ones.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Does_This_PR_Campaign_Case_Study_Stand_Out\"><\/span>Why Does This PR Campaign Case Study Stand Out?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This campaign was path-breaking for several reasons:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It was the <strong>first major brand in India<\/strong> to feature a transgender parent.<\/li>\n\n\n\n<li>It relied solely on <strong>organic digital reach<\/strong>, not traditional advertising.<\/li>\n\n\n\n<li>It transformed a <strong>functional product into a values-driven brand<\/strong>.<\/li>\n\n\n\n<li>It proved that <strong>purpose-driven storytelling<\/strong> can shape public discourse.<\/li>\n<\/ul>\n\n\n\n<p>Therefore, this <strong>PR campaign case study<\/strong> is now taught in communication schools and marketing seminars across India.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Want_to_Know_the_Best_Institutes_for_Public_Relations_in_India\"><\/span>Want to Know the Best Institutes for Public Relations in India?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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 &amp; Reputation (SCoRe). Learn from industry leaders, work on real-world case studies, and get trained to lead future campaigns like #TouchOfCare. <\/p>\n\n\n\n<p>Start your journey toward impactful storytelling today. Who knows? The next memorable campaign could be yours. Visit us today&nbsp;<a href=\"https:\/\/www.scoreindia.org\/\">https:\/\/www.scoreindia.org\/<\/a>&nbsp;or give a call at +91 98115 72673 to know about the course in Public Relations.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":7571,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7570","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>PR Campaign Case Study: Vicks #TouchOfCare (2019) - Redefin...<\/title>\n<meta name=\"description\" content=\"Explore the PR campaign case study of Vicks #TouchOfCare (2019), which redefined family and inclusivity through emotional storytelling.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PR Campaign Case Study: Vicks #TouchOfCare (2019) - Redefin...\" \/>\n<meta property=\"og:description\" content=\"Explore the PR campaign case study of Vicks #TouchOfCare (2019), which redefined family and inclusivity through emotional storytelling.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/\" \/>\n<meta property=\"og:site_name\" content=\"Public Relations Courses\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-25T08:59:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-25T08:59:40+00:00\" \/>\n<meta name=\"author\" content=\"SCoRe\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@scoreind\" \/>\n<meta name=\"twitter:site\" content=\"@scoreind\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"SCoRe\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/\",\"url\":\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/\",\"name\":\"PR Campaign Case Study: Vicks #TouchOfCare (2019) - Redefin...\",\"isPartOf\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2025\/06\/vicks-case-study.svg\",\"datePublished\":\"2025-06-25T08:59:38+00:00\",\"dateModified\":\"2025-06-25T08:59:40+00:00\",\"author\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370\"},\"description\":\"Explore the PR campaign case study of Vicks #TouchOfCare (2019), which redefined family and inclusivity through emotional storytelling.\",\"breadcrumb\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#primaryimage\",\"url\":\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2025\/06\/vicks-case-study.svg\",\"contentUrl\":\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2025\/06\/vicks-case-study.svg\",\"width\":600,\"height\":250,\"caption\":\"PR Campaign Case Study: Vicks #TouchOfCare (2019) \u2013 Redefining Family Through Purpose-Led Storytelling\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/scoreindia.org\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"PR Campaign Case Study: Vicks #TouchOfCare (2019) \u2013 Redefining Family Through Purpose-Led Storytelling\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/scoreindia.org\/blog\/#website\",\"url\":\"https:\/\/scoreindia.org\/blog\/\",\"name\":\"Public Relations Courses\",\"description\":\"Public Relations Blog, Media &amp; Mass Communications Institute in Mumbai\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/scoreindia.org\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370\",\"name\":\"SCoRe\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g\",\"caption\":\"SCoRe\"},\"url\":\"https:\/\/scoreindia.org\/blog\/author\/twisha\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"PR Campaign Case Study: Vicks #TouchOfCare (2019) - Redefin...","description":"Explore the PR campaign case study of Vicks #TouchOfCare (2019), which redefined family and inclusivity through emotional storytelling.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/","og_locale":"en_GB","og_type":"article","og_title":"PR Campaign Case Study: Vicks #TouchOfCare (2019) - Redefin...","og_description":"Explore the PR campaign case study of Vicks #TouchOfCare (2019), which redefined family and inclusivity through emotional storytelling.","og_url":"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/","og_site_name":"Public Relations Courses","article_published_time":"2025-06-25T08:59:38+00:00","article_modified_time":"2025-06-25T08:59:40+00:00","author":"SCoRe","twitter_card":"summary_large_image","twitter_creator":"@scoreind","twitter_site":"@scoreind","twitter_misc":{"Written by":"SCoRe","Estimated reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/","url":"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/","name":"PR Campaign Case Study: Vicks #TouchOfCare (2019) - Redefin...","isPartOf":{"@id":"https:\/\/scoreindia.org\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#primaryimage"},"image":{"@id":"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#primaryimage"},"thumbnailUrl":"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2025\/06\/vicks-case-study.svg","datePublished":"2025-06-25T08:59:38+00:00","dateModified":"2025-06-25T08:59:40+00:00","author":{"@id":"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370"},"description":"Explore the PR campaign case study of Vicks #TouchOfCare (2019), which redefined family and inclusivity through emotional storytelling.","breadcrumb":{"@id":"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#primaryimage","url":"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2025\/06\/vicks-case-study.svg","contentUrl":"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2025\/06\/vicks-case-study.svg","width":600,"height":250,"caption":"PR Campaign Case Study: Vicks #TouchOfCare (2019) \u2013 Redefining Family Through Purpose-Led Storytelling"},{"@type":"BreadcrumbList","@id":"https:\/\/scoreindia.org\/blog\/pr-campaign-case-study-vicks-touchofcare-2019\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/scoreindia.org\/blog\/"},{"@type":"ListItem","position":2,"name":"PR Campaign Case Study: Vicks #TouchOfCare (2019) \u2013 Redefining Family Through Purpose-Led Storytelling"}]},{"@type":"WebSite","@id":"https:\/\/scoreindia.org\/blog\/#website","url":"https:\/\/scoreindia.org\/blog\/","name":"Public Relations Courses","description":"Public Relations Blog, Media &amp; Mass Communications Institute in Mumbai","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/scoreindia.org\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370","name":"SCoRe","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g","caption":"SCoRe"},"url":"https:\/\/scoreindia.org\/blog\/author\/twisha\/"}]}},"_links":{"self":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/posts\/7570"}],"collection":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/comments?post=7570"}],"version-history":[{"count":1,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/posts\/7570\/revisions"}],"predecessor-version":[{"id":7572,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/posts\/7570\/revisions\/7572"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/media\/7571"}],"wp:attachment":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/media?parent=7570"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/categories?post=7570"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/tags?post=7570"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}