Vicks launches #TouchOfCare campaign in India, urges rethink of what makes a family

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.

“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,” said Nitin Darbari, Chairman and chief executive officer, P&G Teva JV China, marketing director Asia, Middle East and Africa.

“Looking for a way to express this powerful idea was both a heartening and humbling experience, once we realized that stories of extraordinary care are all around us in real life, and we are honoured that Gauri and Gayatri gave us an opportunity to share their story of care with the world,” said Ajay Thrivikraman, chief creative officer, global clients, Publicis Singapore.

“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,” said Ed Booty, chief strategy officer, Publicis Communications APAC.

The campaign will be supported by a range of digital and PR activity led by Unruly and 2020 MSL respectively.

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