P&G brand Vicks' has come out with an attempt to spread awareness on two major issues of the society including adoption and transgender rights.
In its unique advertisement titled ‘Touch of Care’, P&G brand Vicks’ has come out with an attempt to spread awareness on two major issues of the society including adoption and transgender rights. The healthcare brand has crafted a 3 minutes advertisement that is bound to melt your heart and is going to stay in your memories for a little more than usual. The entire advertisement centers an emotional bonding of a daughter with her ‘not-biological’ mother. But that was not all – until later on in the spot we discover the whole story.
The ad, created by Publicis Singapore aimed to tap the Indian market, is narrated by a girl named Gayatri, who describes how she was a parentless child and was then adopted. She describes how her mother, Gauri, loved and cared for her. Gauri pushes her daughter academically to make her a successful doctor. The ad also shows how they love spending time, eating their favourite food and watching horror movies together.
Watch the advertisement here:
Directed by Neeraj Ghaywan, the climax of the spot becomes more beautiful, as finally it shows the mother, revealing that she is a transgender. Her daughter Gayatri too tells her mother that she wants to be a lawyer, not a doctor. The reason behind her decision to become a lawyer lies on the fact that just like her mother, other such transgenders in the country are denied ‘basic human rights’ and how she wants to help them.
The spot is part of a campaign aimed at making people aware about the importance of family care with a slightly different idea that focuses on various challenges faced by transgenders and orphans in today’s contemporary society. This is not for the first time that the healthcare group has picked up the issues faced by the transgender community in the country. P&G’s tea brand Brooke Bond Red Label, in 2016, bagged the Grand Prix award at the Cannes Lions International Festival of Creativity for presenting an eye-opening work on The Six Pack Band.