Brings together two socially controversial topics – transgender rights and adoption, a new campaign spot by Vicks, called ‘Touch of Care’, is a heart-warming video which will likely stay with its viewers far longer than its run time of 3-minutes.
This story shows Gauri Sawant’s, transgender and activist, who adopts Gayatri, an orphan, and battles against societal disgrace to raise her as her daughter.
The ad, which is based on a true story, opens with Gayatri traveling to her boarding school, recalling how she met her adoptive mother.
The video, directed by Neeraj Ghaywan, unpretentiously conveys how Gauri sends her daughter off to a boarding school to shield her from seeing the outrages which she, being transgender, is compelled to bear in the society.
Conceptualized by Publicis Singapore for P&G, the video shows the 6-year-old Gayatri losing her biological mother, a sex worker, to the deadly HIV-AIDS.
The video ends with Gayatri vowing to grow up to become a lawyer to ensure equal rights for her mother and other transgenders in India.
“My Civics book says that everyone is entitled to basic rights. Then why is my mother denied them? That’s why I want to become a lawyer, not a doctor — for my mother,” says Gayatri at the end of the video.
Uploaded on Vicks India’s YouTube channel on March 29, the video has earned more than 3 million views up until now.