“Touch of Care”, the brand new advertisement from Vicks, is bound to leave you teary-eyed. The ad follows a young girl named Gayatri, as she makes her way to a boarding school. Gayatri takes viewers through her life with her adoptive mother, as she reminisces fondly about the Sundays they spend together.
“My mother wants me to become a doctor when I grow up,” Gayatri tells viewers.
Watch the ad here:
The advertisement, conceptualised by Publicis Singapore for P&G, is based on the true story of Gauri Sawant, who adopted an orphaned Gayatri after her birth mother succumbed to HIV-AIDS.
The ad hints at the fact that Gayatri is sent off to boarding school so as to keep her from witnessing the stigma and atrocities Gauri is forced to endure on a daily basis.
The advertisement ends with Gayatri saying that she wants to grow up and become a lawyer, so she can fight to ensure equal rights for her mother.
This isn't the first time a brand has taken up the problems faced by the transgender community in India. Last year, tea brand Brooke Bond Red Label won the Grand Prix at Cannes Lions International Festival of Creativity for its pathbreaking work on The Six Pack Band.
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