Peach
Hobby home page
liahome
Soundlounge
Five By Five
jw collective
Contemplative Reptile
Please Select
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Vicks #TouchOfCare Campaign Urges Us to Think About What Really Makes a Family

Creative 306 Add to collection

Publicis Singapore made the film which will be supported by a range of digital and PR activity led by Unruly and 2020 MSL respectively

Vicks #TouchOfCare Campaign Urges Us to Think About What Really Makes a Family
Vicks, a brand synonymous with care globally, has launched a heartwarming new campaign ‘Touch of Care’. It 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 ‘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 cared 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 above all else, it is care that is the ultimate definition of what a family is.

According to Mr. 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 commented “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.”


Ed Booty, Chief Strategy Officer, Publicis Communications APAC said: “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.”

Neeraj Ghaywan, Film Director 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 inclusive of everyone and accept the universality of care with love and empathy. And the best way to begin that would be the most basic human emotion of all- a mother's care. ”
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Production Company

Director: Neeraj Ghaywan

DOP: Manoj Kumar Khatoi

Producer: Deepa Limaye

Production Company: SeeOn

Creative Agency

Account Management: Floriane Tripolino & Prachi Partagalkar

Account Services & Planning Regional Group Head: Ed Booty

Chief Creative Officer: Ajay Thrivikraman

Creative Agency: Publicis Singapore

Creatives: Jocelyn Chabanis & Eugene Pua

Categories: Health care, Beauty & Health

Publicis Worldwide, Thu, 30 Mar 2017 12:33:48 GMT