A touch of care

This campaign was launched with an aim to reassert the significance of care while trying to reclassify what family is in contemporary society.


Photo credit: Medium.com


On 30th March 2017, Vicks released a computerised film of its #Touchofcare campaign on its YouTube channel and Facebook page.

Vicks has been India’s leading cough & cold ointment brand. It has now taken the initiative to represent and acknowledge phenomenal accounts of care that have developed beyond traditional family ties.

Gauri Sawant, a transgender activist and the protagonist of the widely praised film, will be the primary beneficiary of the initiative for encouraging an abandoned girl, Gayatri, and giving her a decent life and education. The support received from the brand will be utilized by her to construct 'Nani Ka Ghar', a home for underprivileged children.

The film perfectly captures how Gauri accepted Gayatri as her own, despite seemingly insurmountable opposition, with profound empathy and love. The story mirrors the difficulties that Gauri faces as a transgender woman in society.

The Vicks brand has represented family care in India for more than 50 years. However, the term family is not tightly defined as it was before. In today's time, a family is not just defined by sharing a surname or having any biological connection. Therefore, Vicks embraced this intense and reformist position that, regardless of anything else, it is care that is a definitive meaning of what a family is.

As indicated by Nitin Darbari, executive and CEO of P&G Teva JV China, Marketing Director Asia, Middle East and Africa: "Vicks has consistently been about the delicate bit of a mother's consideration, as she strokes and offers alleviation to her kid. With the #TouchOfCare lobby, we are going above and beyond and elucidating the significance of care past the customary view of the family. The mission shows how individuals who, however, not associated by blood, wind up being family through consideration itself.”

The ad garnered 38 million views, 116 million impressions, generated more than 2 million communications via online media, earned media estimation of 3 million dollars, 8% expansion in brand review and 23% increment in deals. The film was fifth on the worldwide YouTube Leaderboard 2017 and won the UNFPA - Laadli Award 2017.

The film was played at the New York Times’ Women in the World Summit and, for no cost, in the Indian edition of 'Who wants to be a Millionaire'. On August 17, 2017, in the UNAIDS-Asia Pacific UN Women, famous personalities like Shashi Tharoor, Virat Kohli, Karan Johar, Vidya Balan and Anupam Kher joined the discussion.

Vicks’ #TouchofCare campaign spreads this story to millions across the globe. The protagonist Gauri Sawant became a well-known personality after the 'Family is the Place where Care is' campaign.
The campaign went beyond conventional media and took the story across worldwide discussions to produce a more prominent impact for the mission.

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