Vicks has rolled out a new heartwarming campaign ‘Touch of Care’ on 30th March 2017, a day before International World Transgender Day. This campaign is conceptualized by Publicis Singapore and produced by SeeOn Productions. Director Neeraj Ghaywan has done a brilliant job in portraying 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.
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.
Prime Focus limited is proud to work on the TVC for Vicks which delivers a strong message to society. Sanjay Chavhan from Prime Focus worked on the online of the film. There were multiple clean ups and color touch ups as the tone of different location shots had to be synced with the entire bus ride shown in the film.
Agency: Publicis Singapore
Production house: SeeOn
Director (film): Neeraj Ghaywan