Vicks launches heart-warming #TouchOfCare campaign

#TouchOfCare questions our conventional understanding of a mother, and what constitutes a family

e4m by exchange4media Staff
Updated: Apr 1, 2017 11:48 AM
Vicks launches heart-warming #TouchOfCare campaign

Vicks, a brand synonymous with care globally, has launched a heartwarming new campaign, ‘Touch of Care’. The campaign reasserts the importance of care while challenging and seeking to redefine what family is in contemporary society. The campaign leads with the idea that ‘Family is where care is’, portraying the real life story of an orphan and her newfound transgender ‘mother’.

Created by Publicis Singapore, the story is told in the first person by the orphaned girl Gayatri herself. The film beautifully captures how Gauri cares for Gayatri as her own, against all odds, with deep compassion and love. The story reflects the challenges that Gauri faces from the rest of society, as a transgender woman.

The Vicks brand has stood for family care in India for over 50 years. However, family today is not always as tightly defined as it once was. With the changing face of life across India and an increasing number of people living away from their traditional environments, the idea of family now goes far beyond just biological connections or sharing a surname. Vicks has, therefore, adopted this bold and progressive stance – that care really defines who is our family for us.

According to Nitin Darbari, Chairman and CEO, P&G Teva JV China, Marketing Director Asia, Middle East and Africa: “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”.

Ajay Thrivikraman, CCO, Global Clients, Publicis Singapore said, “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. We are honoured that Gauri and Gayatri gave us an opportunity to share their story of care with the world.”

For Ed Booty, Chief Strategy Officer, Publicis Communications APAC, 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,” he added.

Neeraj Ghaywan, Director of the film said, “It was an immensely gratifying and inspiring experience to put together Gauri and Gayatri's story. #TouchOfCare questions our conventional understanding of a mother and what constitutes a family. In a contemporary society, it is essential for us to be embracing of everyone and accept the universality of care with love and empathy. And, the best place to start would be the most basic human emotion of all, a mother’s love for her child.”

The campaign aired March 30, with the launch of the Vicks #TouchOfCare film, supported by a range of digital and PR activity led by Unruly and 2020 MSL, respectively.


Agency: Publicis Singapore
Chief Creative Officer: Ajay Thrivikraman
Creative Team: Jocelyn Chabanis and Eugene Pua
Account Management: Floriane Tripolino and Prachi Partagalkar
Account Planning: Ed Booty
Production House: SeeOn
Director (Film): Neeraj Ghaywan
Producer: Deepa Limaye
Director of Photography: Manoj Kumar Khatoi

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