Vicks Cough Drops announced it has partnered with former Indian cricketer Yuvraj Singh to unveil its new #VicksKholIndiaBol Cheer Anthem. The #VicksKholIndiaBol cheer anthem celebrates India’s boundless enthusiasm for cricket and aims to enable 142 crore voice champions to cheer for their team this cricket season.
“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,” Sahil Sethi, category leader – personal healthcare, P&G India, said.
Vicks Cough Drops has collaborated with India Signing Hands – an organisation 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.
“There is nothing more motivating for a player than the encouraging cheers of our fans. 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,” former Indian international cricketer, Yuvraj Singh said.
The #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,” Rohit Malkani, Jt. national creative director, L&K Saatchi & Saatchi, said.