Vicks: advert-body-2 by Publicis Singapore

Vicks launched its #TouchOfCare campaign in India, challenging the viewers to redefine what a family means in today’s society while reaffirming the importance of care.

The campaign was created by Publicis Singapore, with the story told in the first person by an orphan Gayatri. The film captures how Gauri, a transgender woman, cared for Gayatri on her own against all odds, reflecting the challenges Gauri faces from society.

As the definition of family changes across India, away from traditional norms, the idea of family now goes beyond biological connections or a surname. The Vicks brand has stood for family care in India and has adopted this progressive stance – that care is the ultimate definition of what a family is.