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."
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
