Vicks Cough Drops has collaborated with cricketer Yuvraj Singh to introduce the brand-new #VicksKholIndiaBol Cheer Anthem. This anthem is a celebration of India’s unwavering passion for cricket and strives to empower 1.42 billion voice champions to cheer for their teams this cricket season.
Vicks Cough Drops has a storied history of iconic campaigns, showcasing its role in empowering Indians to speak confidently in crucial life moments, free from any khich khich (cough). This cricket season, Vicks Cough Drops introduces a refreshing musical approach, placing Cricket Fans at the forefront and ensuring they have a khich khich-free voice to passionately cheer for their favorite team.
What Is Vicks New Campaign With Yuvraj Singh, #VicksKholIndiaBol?
The Cricket World Cup consistently invokes vivid scenes of our cherished cricket team in action, with fans wholeheartedly rallying behind them, echoing their enthusiasm with fervent cheers. The unwavering support of these fans becomes a pivotal element in every match, often capable of influencing the game’s dynamics without them even setting foot on the field.
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Vicks Cough Drops, a product under the Vicks brand renowned for providing a clear and uninterrupted voice, has unveiled a campaign in anticipation of the ICC World Cup 2023, featuring Yuvraj Singh. This campaign, bearing the title #VicksKholIndiaBol cheer anthem, urges Indian fans to raise their voices to the highest decibels during the upcoming cricket season. Sahil Sethi from P&G India delves into the campaign’s objectives, concept, and more regarding the #VicksKholIndiaBol anthem featuring Yuvraj Singh. The anthem’s lyrics emphasize how voices hold the power to create the most resonant cheers, how these cheers can shift the course of a match, and how they can magnify the passion of cricket fans hailing from every corner of our country. The primary aim of the brand with this anthem is to boost product awareness, as they believe it seamlessly aligns with the cricketing season and will inevitably bolster sales as well.
Who conceptualized Vicks And Yuvraj Singh Featuring #VicksKholIndiaBol campaign?
The #VicksKholIndiaBol campaign was conceptualized and curated by Vicks India in collaboration with LK Saatchi & Saatchi. Rohit Malkani, the Joint National Creative Director at L&K Saatchi & Saatchi, mentioned the creative process behind the campaign: “For generations, Vicks Cough Drops has been known for relieving khich-khich and soothing itchy throats. This time, the challenge was slightly different. With the cricket season approaching, Vicks aimed to create a unique buzz. The connection between cheering/voice and the brand was evident, but the team wanted to approach it differently. After multiple brainstorming sessions, the team embarked on a journey to find India’s ‘Voice Champions,’ rallying the support of 1.42 billion Indians through an anthem featuring the ‘six sixes’ man himself, Yuvraj Singh, and over 220 cast members. It has been a rewarding partnership with the Vicks team, who supported and collaborated with us throughout the process.”
What Do Experts Have To Say About This campaign?
Sahil Sethi, the Category Leader for Personal Healthcare at P&G India, explained the concept behind this campaign: “When we thought about ‘Vicks cough drops,’ it has always been about providing consumers with a ‘khich-khich free’ voice. When we brainstormed ideas to make the brand relevant to our customers, especially during this cricketing season, we realized that cheering is crucial to watching cricket. Vicks Cough Drops can naturally fit in because sometimes fans may experience throat irritation while cheering for our team. We want to ensure that fans can cheer without any discomfort, and that’s the main idea behind this anthem.”
The primary goal of this anthem for the brand is to raise awareness of the product, as it aligns seamlessly with the cricketing season and is expected to boost sales.
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When asked why Vicks chose to create an anthem instead of a traditional ad campaign, Sethi explained, “We wanted to go beyond a typical advertisement and connect with fans on a deeper level. Music and dance are integral to cheering; even the anthem’s lyrics resonate with our brand.”
The #VicksKholIndiaBol anthem aims to empower the 1.4 billion Indians, whom the brand has dubbed ‘voice champions,’ to cheer for their team.
Speaking about the anthem cricket icon Yuvraj Singh shared, “There is nothing more motivating for a player than the encouraging cheers of our fans. I am thrilled to be a part of the #VicksKholIndiaBol anthem as we call on cricket lovers to become Voice champions and cheer out loud. The #VicksKholIndiaBol Cricket anthem not only promotes unity and inclusivity in cheering for India but serves as a powerful reminder that when we unite our voices, there is nothing we cannot achieve. I also enjoyed learning and performing the anthem in Indian sign language and thank Vicks and India Signing hands for this opportunity to connect with this very special community of cricket fans.”
Mr. Alok Kejriwal, Founder & CEO – India Signing Hands shared, “As a deaf individual I faced difficulties in acquiring news from channels or communicating with hearing people due to lack of accessibility tools such as interpreters and subtitles. Realising that many deaf persons would also be facing the same issues, a group of us came together to start India Signing Hands (ISH) with the goal of providing solutions to “Accessibility” issues faced by the deaf people in India. Vicks has been a household brand for many of us, and we were so excited to be approached by Vicks to create this one-of-its-kind fun anthem in Indian sign language to enable the deaf to also join in to cheer during this cricket season. The anthem will soon be released on our social channels reaching over 6 lakh members of the community. We applaud Vicks Cough Drops for this inclusive effort and thank Yuvraj for his enthusiastic support.”
Conclusion
In conclusion, Vicks India’s #VicksKholIndiaBol campaign, in collaboration with Yuvraj Singh and conceptualized by LK Saatchi & Saatchi, is not just another cricketing anthem. It’s a celebration of the power of the Indian voice, both in supporting our beloved cricket teams and in everyday life, thanks to Vicks Cough Drops. The campaign’s unique approach, focusing on “Voice Champions,” encourages 1.42 billion Indians to cheer without the hindrance of throat irritation. With the cricketing season in full swing, Vicks has successfully merged its brand values with the passion of cricket fans, creating an anthem that resonates on multiple levels. This campaign showcases how creativity and innovation can elevate brand messaging beyond traditional advertising, connecting with audiences in meaningful ways. It’s a testament to the enduring partnership between Vicks and its customers, underlining the brand’s commitment to enabling Indians to speak up and cheer boldly, both on and off the cricket field.
