Vicks had launched a heart-warming campaign ‘touch of care’ last year. Based on a true-life story of transgender activist Gauri Sawant and her daughter, the film went viral for all the right reasons. It reasserted the importance of care while challenging and seeking to redefine what family is in contemporary society.
This year Vicks is back with yet another tear-jerker. Storyboard’s Ankita Saxena speaks to Ritu Mittal, country-marketing manager, Vicks India on the side-lines of this new campaign launch to find out what this new campaign is all about and what has this new emotional route done for Vicks so far.