P&G's Vicks brand has followed up its 2017 "Touch of Care" campaign, which focused on a transgender Indian mom, with a sequel that's just as emotive.
The second Touch of Care film focuses on the real-life story of Nisha, a girl with rare skin condition Ichthyosis. Like the previous film, it carries a twist towards the end which packs quite a punch. Created by Publicis Singapore, the story is a first-person narrative by Nisha, and depicts how, despite the challenges of living with her condition, her parents have given her a wonderful life in a normal family with siblings. At one point she refers to how one in a million people have her condition, but her mom is really the "one in a million" for looking after her so well.
It's only later on that it's revealed that she was in fact abandoned by her biological parents at two weeks old and was adopted by David and Aloma Lobo. The film ends with Nisha concluding her story as part of a speech to prospective adoptive parents, and one couple visiting an orphanage to adopt a baby with a similar skin condition.
Like the first film, the new spot aims to redefine the concept of care as well as extend the idea of family beyond biological bounds. It also highlights the fact that children with special needs experience low levels of adoption; it reveals that only 42 disabled orphans were adopted in India in the past year, according to Unicef.
The work was created by Publicis Singapore and directed by Anand Gandhi via Offroad Films. Ajay Thrivikraman, chief creative officer, global clients, Publicis Singapore , says in a statement “As we realized when we discovered Gauri Sawant’s inspirational story last year, extraordinary acts of care are all around us. We simply needed to open our eyes to them. Aloma and Nisha’s story is yet another such Vicks #TouchOfCare story. To celebrate and share this with the world is a privilege and we know that Nisha and Aloma only hope for one thing: that their story of care will inspire another.”