We would ideally want to share a lighter film to start the weekend, but this one is a must-watch.
Vicks has rolled out a film ‘Touch of Care’. conceptualised by Publicis Singapore. It portrays the real life story of an orphan and her newfound ‘mother’.
Gayatri, the orphaned girl narrates her story on the day she's joining a boarding school. She lost her parents and was taken care by her new mother, Gauri. Gauri is a transgender woman who adopted Gayatri and brought her up. The film ends with the young girl stating that she wants to become a lawyer and fight for the rights of her mother.
Nitin Darbari, chairman and CEO, P&G Teva JV China and marketing director for Asia, Middle East and Africa, said, “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 realised 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.”
Ed Booty, CSO, Publicis Communications, Apac, added, “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.”
The campaign launched on 30 March. The film will be supported by digital and PR activity that will be 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