‘Aawazon ki hai zimmedari, aawaz hai yeh sab pe bhaari,’ says Vicks Cough Drops in its campaign for the ICC Men’s World Cup.
The anthem has been curated and conceptualized by Vicks India in partnership with L&K Saatchi & Saatchi.
Over the next month or so, stadiums across the country will see millions of fans unite as they raise their voices for team India at the ICC Men’s Cricket World Cup. And who better to soothe these voices than Vicks cough drops?
The brand’s campaign lends support to the voices cheering for the team. Leading the pack is cricketer Yuvraj Singh. The one-minute film captures the excitement of the ICC Men’s Cricket World Cup with the memorable anthem. The brand has also partnered India Signing Hands to create the anthem in sign language.
Sahil Sethi, Category Leader – Personal Healthcare, P&G India, said, “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.”
“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.”
Yuvraj Singh said, “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.”
Alok Kejriwal, Founder and CEO, India Signing Hands, added, “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.”
“For generations, Vicks Cough Drops has 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 Rohit Malkani, Jt. National Creative Director, L&K Saatchi & Saatchi.
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