Vicks India is a production machine. They pump out a dozen TVCs a year, every one by the book. The Vicks formula, start to finish. Our job is to keep it fresh. New stories, new twists, nothing stale.

First spot: "What's that noise?" Classic slapstick. Blocked nose, family thinks the elephant ornament on the table has come to life.

Second: “Mum’s Magic Hands.” This one nailed the best consumer score Vicks has seen in five years.

Third: "The Ventriloquist." Sore throat, big show, puppet looking nervous. The formula’s set in stone, but we’ll always dig for something you haven’t seen before.

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