MUMBAI: There’s change at the top in Procter & Gamble Hygiene & Health Care. The FMCG major informed the stock exchange yesterday that come 1 January 2025, Maithreyi Jagannathan will take over as vice president & category leader – personal health care.
The reason: senior marketing director & current category leader Sahil Sethi whose tenure gets over on 31 December 2024 will not be continuing in that post.
P&G is bringing in Maithreyi from Jakarta where she is general manager & commercial leader, consumer healthcare in the company’s Indonesian unit as Sethi’s replacement.
Maithreyi is a bachelor of computer science engineering, from the National Institute of Technology – Surathkal, Mangaluru, India and a master of business administration (MBA) from the Indian Institute of Management Bangalore, India.
With a rich and diverse experience in various commercial roles across a career spanning almost 20 years, she joined P&G India in 2005 as an assistant brand manager. She has since worked across various roles and geographies, including the US, Singapore, Indonesia, contributing to the growth of business and people across roles.
Mumbai: Vicks breaks Sabse Badi Khabar “Vicks ki Goli Ab Ho Gayi hai Badi” with powerhouse brand ambassador Ranveer Singh unveiling the First-ever Double Powered Transformation of India’s iconic Triangular Vicks Cough drops in two decades.
P&G India category leader, consumer healthcare Sahil Sethi “Vicks ki Goli Lo, Khich Khich Door Karo” the iconic brand jingle of Vicks Cough Drops instantly brings in nostalgia, having helped generations of Indians speak up with a khich khich free voice since the 1960s. Committed to build on this legacy we are always listening to what our consumers want and incorporating these insights across our product formulations and packaging. Along with the charismatic Superstar Ranveer Singh, we are delighted to announce our SABSE BADI KHABAR in decades – launch of Vicks Double Power Cough Drops, our first-ever double-powered transformation of India’s iconic triangular Vicks Cough drops. Formulated based on Consumer feedback on the need of their preferred Cough Drop in a Bigger Size that can help relieve symptoms of throat irritation and cough, our new ‘Vicks Double Power Cough Drops’ is a BADI GOLI which provides BADI RAHAT. Ab Vicks ki Goli Khao, Badi Rahat Pao.”
Speaking about the Brand’s Badi Rahat promise, Vicks Research & Development director Dr Jaspreet Kochhar “New Vicks Double Power Cough Drop is a superior product for relief from sore throat and cough formulated with a proven mix of effective and well known Ayurvedic ingredients such as Menthol, Eucalyptus oil and Camphor. The new formulation designed to be stronger with 2X Menthol comes in 3 different variants in cooling menthol, soothing honey, and warming ginger – developed and tested with Indian consumers. Consumers can now pop in their favourite and well-loved cough drops for better, fast, and long relief, with superior cooling and great taste. That’s what we call Badi Rahat.”
Bringing the ‘Sabse Badi Khabar’ to life is none other than the face of Vicks- Ranveer Singh through a quirky new Television Commercial.
Talking about his association with Vicks Cough Drops, Powerhouse Ranveer Singh shared, “ Vicks ki goli is a part of our culture. It’s always been the go-to remedy for clearing khich-khich! Proud to represent such an iconic brand as Vicks. I’m excited about the new Double Powered Cough Drops. The TVC is cute and quirky. I hope the audience receives the message with a smile.”
With a legacy of powerful relief and care of over 125 years, Vicks the World’s #1 selling cough and cold brand continues to innovate for India towards providing superior products that enables families and friends to care for one another. This is the Vicks’ 4th Innovation over the last 15 months after the launch of Vicks ZzzQuil Natura (from the World’s #1 Sleep Aid Brand) for occasional sleeplessness, New Vicks VapoRub Steam Pods, its first steam inhalation capsules globally, and New Vicks Roll-On for Fast & On-the-Go Relief from Headaches.
Vicks Cough Drops are now available on shelves of major chemist, mass, and modern retail stores across the country.
Mumbai: With a legacy of powerful relief and care of over 125 years, Vicks the World’s #1 selling cough and cold brand continues its effort to innovate towards providing superior products that allow families and friends to care for one another. The brand has announced the launch of the New Vicks Roll-On for fast relief from headaches – it’s 3rd innovation in India over the last 12 months after the launch of Vicks ZzzQuil Natura (from the World’s #1 Sleep Aid Brand) for occasional sleeplessness, and New Vicks VapoRub Steam Pods, its first steam inhalation capsules globally.
The brand continues to innovate in India.
Sahil Sethi, Category Leader, Consumer Healthcare, P&G India, “Vicks has helped relieve cough, cold, and flu symptoms for generations of Indians. We stay committed to build on this legacy by always listening to what our consumers need and incorporating these insights across our product formulations and packaging. With our New Vicks Roll-On, we are proud to introduce a fast and on-the-go relief for headaches that often accompany cough and cold symptoms. Headaches can affect people at any time, causing discomfort and impacting the ability to carry on with daily tasks. Especially designed for our Indian consumers, the new Vicks Roll-On offers Fast Action in just 2 minutes, it comes with a roller ball technology and non-greasy formula that allows for on-the-go headache relief.”
According to Vicks Research & Development director Dr. Jaspreet Kochhar, “The New Vicks Roll-On is a superior product formula containing high strength Ayurvedic ingredients like Pudinah (Menthol) and Karpoor (Camphor), formulated to meet the needs of Indian consumers. It is especially designed to provide swift, effective, and on-the-go solution for those unexpected moments when a headache threatens to derail your day. The packaging is unique with it being the first roll on with a key chain, to provide convenience and portability to solve for those moments when one needs it the most. This roll-on product has a pleasing and well loved Vicks aroma making it useable even when outside home.”
Vicks launched its latest offering with a quirky ‘Jeb mein Vicks toh sardard fix’ new television commercial showing how a headache could strike at the worst time but you can get a quick fix with new Vicks Roll-on. The protagonist, a scientist, receives good news about his space mission but is unable to show his excitement as he is troubled by his headache. When suggested to use the new Vicks roll on, the scientist gets quick relief from his headache and is able to celebrate the achievement.
The new consumer friendly Roll-On comes with the classic Vicks key chain to make it easy for consumers to carry the relief they need with them wherever and whenever they need it.
Mumbai: Vicks Cough Drops, the trusted brand known for its commitment to giving India a khich khich free voice, announced the launch of its special Indian sign language version of the #VicksKholIndiaBol cheer anthem in collaboration with ‘India Signing Hands’ – an organisation dedicated to promoting Education, Awareness, and Accessibility for the Deaf Community in India.
Vicks Cough Drops has always been known for its iconic campaigns highlighting how it has enabled Indians to speak up in critical moments of life without any khich khich. Earlier this month, Vicks Cough Drops joined hands with cricket icon Yuvraj Singh to unveil its new #VicksKholIndiaBol Cheer Anthem celebrating our nation’s boundless enthusiasm for cricket and enable 142 crore Voice champions to cheer for their team this cricket season.
P&G India category leader – personal healthcare Sahil Sethi stated, “Our #VicksKholIndiaBol anthem in collaboration with Yuvraj Singh, aims to inspire millions to cheer aloud with a khich khich free voice and support their team this cricket season with a josh like never before. Towards ensuring that no cheer goes unheard, we are delighted to launch a special version of this anthem in Indian Sign Language in collaboration with India Signing Hands for the 6.3 crore hearing-impaired cricket fans. Directed, performed, and edited by enthusiastic members of the hearing-impaired community from India Signing Hands, in collaboration with Vicks India, the sign language version brings together this special community of fans in cheering through their gestures, and celebrating their passion for the game.”
India Signing Hands founder & CEO Alok Kejriwal shared, “It’s crucial to recognize that the individuals of the deaf community possess extraordinary talents, just like anyone else. However, due to the physical constraints, they often find themselves and their voices hidden from the larger narrative of the society. Vicks has been a household brand for many of us, and we were so excited to be approached by Vicks Cough Drops to create this fun anthem in Indian Sign language to enable the deaf to also join in to cheer during this cricket season. The experience was incredibly moving. The participants, who often struggle to express themselves, found their voices through the anthem. They felt empowered, and the recording process became a memorable journey for many, filled with emotion and joy. We applaud Vicks Cough Drops for this inclusive effort and thank Yuvraj for his enthusiastic support.”
The anthem features passionate fans from the community and Cricket icon Yuvraj Singh himself grooving to the lyrics using the Indian Sign Language.
“I enjoyed learning and performing the #VicksKholIndiaBol anthem in Indian Sign Language. I thank Vicks and India Signing hands for this opportunity to connect with this very special community of cricket fans,” said Yuvraj Singh while sharing his experience.
Mumbai: Vicks Cough Drops, the trusted brand known for its commitment to giving India a khich khich free voice, joined hands with cricket icon Yuvraj Singh to unveil its new #VicksKholIndiaBol Cheer Anthem. The #VicksKholIndiaBol cheer anthem celebrates our nation’s boundless enthusiasm for cricket and aims to enable 142 crore Voice champions to cheer for their team this cricket season.
Vicks Cough Drops has always been known for its iconic campaigns highlighting how it has enabled Indians to speak up in critical moments of life without any khich khich. This cricket season, Vicks Cough Drops presents a fresh musical take on keeping the Cricket Fans at the centre and giving them a khich khich free voice to cheer for their team.
The renowned #VicksKholIndiaBol anthem was crafted and conceived by Vicks India in collaboration with LK Saatchi & Saatchi. Vicks Cough drops have been a trusted solution for generations, providing relief from pesky throat irritations. This time, the challenge was unique. With the cricket season approaching, Vicks aimed to make a memorable impact in an unconventional manner. The connection between cheering and the brand was evident, but the question was how to stand out in the sea of cricket anthems.
L&K Saatchi & Saatchi Jt. national creative director Rohit Malkani said, “After several brainstorming sessions, the team embarked on a quest to find India’s ‘Voice Champions,’ rallying support from the 1.42 billion-strong Indian populace. The resulting anthem is an uplifting tribute that includes the legendary ‘six sixes’ man himself, Yuvraj Singh, and a cast of over 220 members. It has been a gratifying journey, working closely with the dedicated Vicks team who supported and encouraged us every step of the way.”
Edited Excerpts:
On Vicks Cough Drops’ legacy of iconic campaigns enabling Indians to speak up in critical life moments without hesitation, and what made you want to do this campaign ‘VickskholIndiabol anthem’ now
Cheer is such an integral part of any sport and is a major factor for any sports personality to get motivated when fans cheer them. That precisely is why we thought of coming with the #VicksKholIndiaBol cheer anthem for the upcoming cricketing season and ensuring that nothing stands in between the celebrations whilst making 142 crore voice champions of India. The lyrics of the anthem reveal how voices have the power to make the loudest cheer and how cheers can turn tables during a match and multifold the passion of cricket fans from every nook and corner of our country. Towards ensuring that no cheer goes unheard, we have also partnered with India Signing Hands to create a fun-filled version of this anthem in Indian sign language for the estimated 6.3 crore strong hearing-impaired community, who share the same passion and enthusiasm for the game. With this anthem, Vicks cough drops is celebrating the unity in diversity that defines our nation and its love for the game.
On the strategy behind the campaign and the decision to make an anthem as a centerpiece for the cricket campaign, rather than exploring other mediums
If anyone thinks about ‘Vicks cough drops’, the next thing that comes to their mind is khich khich durr karo. That’s the brand recall value our product has. When we started brainstorming to drive relevance for the brand with our customers for the upcoming cricketing season, we thought Cheering could play a pivotal role in our campaign. Hence this fresh musical take keeps the Cheers of Cricket Fans at the center. We want to give them a special way to cheer with a khich khich-free voice. The #VicksKholIndiaBol anthem celebrates our nation’s boundless enthusiasm for cricket, and the power of the collective voices of India’s 142 crore Voice Champions as they cheer during this cricket season. It reminds all of us of the power of cheering and how Vicks Cough Drops is enabling India to cheer uninterrupted to lead their team to victory. The lyrics of the anthem reveal how voices have the power to make the loudest cheer, how cheers can turn tables during a match and multifold the passion of cricket fans from every nook and corner of our country.
On the creative process behind creating this anthem and is it the first time that Vicks has explored this territory
The genesis of this idea was the desire to bring together Fans from across the country as Voice Champions to cheer for their team. We went through several rounds of brainstorming to figure out the best method to connect with our audience, and it became evident that music was the key. Music, being a universal language, was selected as the medium for bridging cultural and social boundaries and instilling a sense of solidarity and pride. The lyrics of the anthem reveal how voices have the power to make the loudest cheer, how cheers can turn tables during a match and multifold the passion of cricket fans from every nook and corner of our country. In this anthem we have brought together music, cricket and the power of 142 crore voices to cheer aloud and together. It’s a call to action, reminding us that our cheers, no matter where they originate from, can resonate on a large scale, symbolising unity in diversity.
Secondly, we are also bringing in inclusivity with this anthem by partnering with India Signing Hands. The brand is set to release a special version of the anthem for the deaf community. There are approximately 6.3 crore cheers that remain unheard of the hearing-impaired community. For that, the brand has unveiled a one-minute version of the anthem featuring passionate fans from the community and Yuvraj Singh grooving to it. This version of the anthem will be released in the coming weeks.
On social media and digital playing a big role for every brand today, your plan to amplify the anthem and your marketing/communication for a vast regional and vernacular market
The Anthem will be live across our channels and will be engaging consumers in a host of online and offline activities making them CHEER the loudest with a khich khich free voice. This campaign will be digitally led with a primary focus on platforms like YouTube, Hotstar, and Meta. Although we are using a variety of media outlets, these platforms will be a key part of our advertising strategy because they offer an ideal setting to interact with a large and varied audience. We are also looking to create a shorter duration of the anthem and partnering with influencers who will bring their version of the anthem digitally. We also have a hook step challenge that will go live soon.
On how the festive season along with the ICC World Cup is being played in India after 11 years, every brand wants to be associated with cricket as it is worshipped in India, and on planning to stand out in this cluttered space and what would be your USP
Vicks Cough Drops, the market leader in Throat Lozenges in India has always been known for its iconic campaigns highlighting how it has enabled Indians to speak up in critical moments of life without any khich khich. This cricket season, Vicks Cough Drops presents a fresh musical take on keeping the Cricket Fans at the centre. We want to give them a special way to cheer with a khich khich-free voice.
The Vicks Khol India Bol campaign shall be disseminated across all the touch points relevant to the target audience like YouTube, Hotstar & Meta. Young Adults are the ones who really help spread the word, and therefore, we are going to get them on board to remind all fans to cheer without khich khich for their favourite team this cricket season with reminders across cricket matches on Hotstar. We have an exciting contest also coming up for all the cricket fans as discussed by Yuvraj and the details will be available on the Social Media handles of Vicks very soon.
On Vicks cough drops showcasing the power of India’s 142 crore Voice Champions, its importance for brand Vicks and on taking it forward
Cricket holds a special place in the hearts of Indians, going beyond being just a sport. This campaign aims to celebrate the power of cheering and the emotional connection people have with cricket, especially during the festive season. To reach consumers effectively, the brand plans to leverage various touchpoints and have and multiple phases of activations designed to involve consumers in creating their content. Towards ensuring that no cheer goes unheard, we have also partnered with India Signing Hands to create a fun-filled version of our new cheer anthem in Indian sign language for the estimated 6.3 crore strong hearing-impaired community, who share the same passion and enthusiasm for the game. With this anthem, Vicks cough drops is celebrating the unity in diversity that defines our nation and its love for the game.
Mumbai: Vicks Cough Drops, the trusted brand known for its commitment to giving India a khich-khich free voice, joined hands with cricket icon Yuvraj Singh to unveil its new #VicksKholIndiaBol cheer anthem. The #VicksKholIndiaBol cheer anthem celebrates our nation’s boundless enthusiasm for cricket and aims to enable 142 crore Voice champions to cheer for their team this cricket season.
Vicks Cough Drops has always been known for its iconic campaigns highlighting how it has enabled Indians to speak up in critical moments of life without any khich-khich. This cricket season, Vicks Cough Drops presents a fresh musical take on keeping the cricket fans at the center and giving them a khich-khich free voice to cheer for their team.
P&G India category leader – personal healthcare Sahil Sethi stated, ” This cricket season, Vicks cough drops is delighted to launch the #VicksKholIndiaBol anthem in collaboration with Yuvraj Singh, to inspire millions to cheer aloud with a khich khich free voice and support their team with a josh like never before. The lyrics of the anthem reveal how voices have the power to make the loudest cheer, how cheers can turn tables during a match, and multifold the passion of cricket fans from every nook and corner of our country. To ensure that no cheer goes unheard, we have also partnered with India Signing Hands to create a fun-filled version of this anthem in Indian sign language for the estimated 6.3 crore strong hearing impaired community, who share the same passion and enthusiasm for the game. With this anthem, Vicks cough drops are celebrating the unity in diversity that defines our nation and its love for the game.”
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.”
Although India is home to a remarkable 142 crore cheers, approximately 6.3 crore cheers remain unheard, and this significant fraction belongs to the hearing-impaired community. Hence, this cricket season, Vicks Cough Drops has collaborated with India Signing Hands – an organization dedicated to promoting Education, Awareness, and Accessibility for the Deaf Community in India – for a specially curated Indian sign language version featuring passionate fans from the community and Yuvraj himself grooving to it.
India Signing Hands founder & CEO Alok Kejriwal 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 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 six lakh members of the community. We applaud Vicks Cough Drops for this inclusive effort and thank Yuvraj for his enthusiastic support.”
This iconic #VicksKholIndiaBol anthem has been curated and conceptualised by Vicks India in partnership with LK Saatchi & Saatchi. “For generations, Vicks Cough drops have been getting rid of your khich-khich and soothing itchy throats. But this time around, the challenge to us was slightly different. With the cricket season around the corner, Vicks wanted to create noise (pun intended!) in an unconventional way. The cheering/voice connect to the brand was obvious. But how do we slice this one differently? How do we avoid getting lost in the slew of cricket anthems? Multiple jamming sessions later, the team began the search for India’s ‘Voice Champions’, garnering support from 142 crore Indians through a rousing anthem that features the ‘six sixes’ man himself Yuvraj Singh and over 220 cast members! It’s been a long and satisfying ride for us, partnering with Vicks team who have indulged and rooted for us all the way” said L&K Saatchi & Saatchi Jt. national creative director Rohit Malkani.
Vicks Cough Drops can be purchased across all grocery and pharmacy stores near you.
Mumbai: India’s leading cold and flu solution, Vicks, has rolled out a new campaign film for its two-in-one roll-on inhaler.
South star Samantha Ruth Prabhu joins Vicks’ brand ambassador, Bollywood superstar Ranveer Singh, for the campaign.
The campaign film smartly depicts how an individual is unable to focus on daily activities when they suffer from a headache and a blocked nose.
The duo came together in the film to showcase the benefits of the Vicks’ two-in-one roll-on inhaler, with Samantha as a police officer, stopping a sickly Ranveer, who is seen breaking the signal. Ranveer is shown to have trouble focusing and tells Samantha about his terrible runny nose and headache. Samantha then hands him a Vicks’ inhaler with a two-in-one benefit, which gives Ranveer instant relief from his blocked nose and headache.
Expressing his excitement for the newly launched campaign, Procter and Gamble Indian Subcontinent category leader for personal healthcare Sahil Sethi, said, “In India, inhalers have been synonymous with Vicks. We are excited to have Ranveer and Samantha come together for the very first time, to share the double benefits of Vicks’ two-in-one roll-on inhaler in providing relief from both – a blocked nose and headache.”
Speaking on the campaign, Vicks’ brand ambassador Ranveer Singh said, “I loved the thought behind this campaign, and it was great teaming up with Samantha for Vicks. We all go through blocked noses and headaches quite often amidst our hectic schedules, and facing both symptoms together can negatively impact our focus. The Vicks’ two-in-one roll-on inhaler is smart as well as handy to use and is sure to become a go-to product for many of us.”
“My family and I have been Vicks’ users for as long as I can remember, and hence this campaign was a perfect opportunity for me. Through this film, we are trying to convey that Vicks’ two-in-one roll-on inhaler is a pocket-friendly way to tackle colds and headaches, even when you are outside and not at home!,” commented Samantha Ruth Prabhu on her association with Vicks.
