Procter & Gamble Co., Touch of Care


A real-life story of a young Indian woman named Gayatri describes in narration how she was an orphan who was adopted as she rides home on a bus. Her adoptive mother, Gauri, loved and cared for her, pushed her academically to become a doctor and spent time with her eating favorite foods and watching horror movies. All this time, Gauri is not shown until the end, when we can see that she is a male-to-female transgender woman. "Isn't she lovely" Gayatri asks the listener.

"She was only 18 when her father threw her out of the house. even the thought of living alone scares me. I've never seen my father. And my birth mother she used to be sick all the time...Someone took her away in an ambulance and she never came back."

Flashes of slums roll by, contrasted with idyllic images of balloons.

"My civics book says that everyone is entitled to basic rights," Gayatri says. "Then why is my mom denied them? That's why I am not going to be a doctor. I will be a lawyer for my mom."

Then comes the closing tagline: "Everyone deserves the touch of care."

Nitin Darbari, chairman/CEO of P&G Teva JV China, and marketing director for Asia, Middle East and Africa said in a statement, “Vicks has always been about the gentle touch of a mother’s care, as she caresses and gives relief to her child. With the #TouchOfCare campaign we are going a step further and expounding the importance of care beyond just the traditional perception of family. The campaign shows how people who, though not connected by blood, end up being family through care itself.”

Chief Strategy Officer, Publicis APAC chief strategy officer Ed Booty told FastCompany, “Great brands don’t just reflect safe and accepted norms, instead they dare to set agendas in culture at large. That is our ambition with this work for Vicks–to give the timeless idea of Family Care a fresh and contemporary meaning.”

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