Ad Campaigns
Cannes Lions 2019: Vicks ‘One In A Million’ #TouchOfCare only Indian campaign to win 4 metals
MUMBAI: Vicks ‘One in a Million’ #TouchOfCare continued its winning spree at Cannes Lions 2019, bringing home 4 metals for the campaign. With one Silver Lion in the Film for Single-market Campaign category, and three Bronze Lions for Creative Strategy, Film Craft, and Film Healthcare category, this campaign notched up the highest wins for a single campaign from India.
This film is the second issue of the award-winning Vicks #TouchOfCare campaign in India and focuses on a young girl who has a rare skin condition, Ichthyosis.
While India is a modern nation, the majority of it is still uncomfortable around people who are born with a disability. The disabled generally find themselves excluded from society, which reflects in attitude towards adoption of disabled children. In the past year, out of 29.6 million orphans in India, only 42 with disabilities found a home.
Talking about this issue meant taking an entire system head-on. However, as a brand that believes ‘Every child deserves the touch of care’, Vicks took action with an emotional viral film and campaign featuring Nisha, an adopted girl filled with dreams and aspirations and an unconventional face.
The unconventional campaign captures her journey of transformation through the love and care of her adoptive mother, Aloma. Propagating the idea of giving unconditional love and care to people beyond biological relationships, Vicks ‘One in a Million’ #TouchOfCare is deeply rooted in ethos that ‘Every child deserves the touch of care’.
While last year Vicks #TouchOfCare broke the internet and went on to win several prestigious awards, including the top five best Global Campaigns of the World Sabre, this year’s Cannes wins only go to demonstrate the power of brand communication that is rested in genuine purpose.
Speaking on the win, Ritu Mittal, Country Marketing Manager, Vicks India said, "#TouchOfCare campaign is very close to my heart and it has been a pleasure to be a part of the campaign since its inception. Vicks ‘One in a million’, like its predecessor Vicks Generations of Care, is part of the larger #TouchOfCare campaign, which chronicles extraordinary, real-life stories of people providing unconditional care. Both the #TouchOfCare campaigns do not stop at being an example of evocative storytelling, but aim at influencing a positive change in the audience mind set. The campaign's continued recognition at Cannes and other global award platforms, only goes to reinforce that P&G’s ethos of brands being a force for good and a force for growth, have been in the right direction."
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
