A presentation on Vicks and about the modes of persuasion models used in the chosen advertisement campaign.

1. BUSINESS
COMMUNICATION
MODES OF PERSUASION MODELS USED IN THE
ADVERTISEMENT
GENERATIONS OF CARE
#TouchOfCare
NAME-MEGHNA JAISWAL
ROLL NO. – 19DM112

2. INTRODUCTION
• Procter & Gamble (P&G) is an American multinational consumer goods corporation
headquartered in Ohio, U.S. founded in 1837.
• They started as a simple soap and candle company. Today, they are the world’s largest
consumer goods company and home to iconic, trusted brands that make life a little bit easier
in small but meaningful ways.
• In 2017, When two of P&G's flagship brands, Ariel and Pampers were doing their bit to
contribute towards a better society, how can Vicks - a brand that has stood for family care in
India for over 50 years, would have stayed behind?
• After speaking for women's equality in its award-winning #ShareTheLoad campaign for Ariel
and later through Pampers' #ItTakes2, then P&G decided to champaign #TouchOfCare.
• For Vicks an official response from P&G says, "We want consumers to recognize that everyone
has a right to family. Wherever there is care, that bond is a family.“

4. BACKGROUND OF THE AD
• Vicks #TouchOfCare | Voice for equal rights and comfort for all
• Vicks has been part of every family.
• This particular viral video was launched on March 29, 2017.
• This ad got 10 million views on YouTube.
• Tells the story of how everyone needs comfort and a touch of care and why everyone deserves
to get one through the life story of Gauri Sawant and her orphaned child Gayatri.
• Through this video, Vicks has achieved its hope to raise the voice for unequal treatment that
exists in our country and our responsibility to look after this issue.

5. ARISTOTLE’S THREE MODES OF PERSUASION IN ADVERTISING

6. • This ad is based on true story and Gauri Sawant herself played her role & the voice of the girl
used in the ad for the story telling.
• This is Gauri Sawant’s story, a transgender and an activist, who adopts orphaned Gayatri and
fights against societal stigma to raise her as her own child.

7. SADNESS HAPPINESS LOVE

8. Gauri Sawant is just like any other person except that she is a transgender. Because of
this, she had to face lots of difficulties. Even adopting and raising a child for her was a
great struggle. This would not have been the case if she could have got a touch of care
of our society as any other men and women get. Every person deserves the touch of
care.
Motherhood has no gender, says P&G in this ad

10. Reciprocity
Scarcity

11. Authority
Liking

12. Consistency/Commitment
Social Proof
Through this video, Vicks has
achieved its hope to raise the
voice for unequal treatment that
exists in our country and our
responsibility to look after the
issue.

13. INTERNAL FOCUS
• Story telling (True Story)
• Main character Gauri
Sawant
• Strong message
• Increased brand affinity
• Increased consumer
awareness
• Targeted mainly
through emotional
appeal
INTERNAL FOCUS
• Lengthy ad
• No use of product in the
ad
EXTERNAL FOCUS
• Various NGOs and
government
organizations to join
hand with P&G.
• Many issues needs to
be addressed nowadays
so this company should
come up with those
campaign too.
• Focus more on product
EXTERNAL FOCUS
• Competitors using more
creative ad focusing
mainly on product
• Other multi purpose
ointment like zandu
balm