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This New Vicks Ad will leave you Teary-eyed

Proctor and Gamble brand ‘Vicks’ has come up with a new emotional Asian ad campaign that revolves around a daughter and mother. Under the tagline ‘Touch of Care’, it’s a self-narrative ad that started with a story by a daughter and has turned up the viewers’ teary in the end when it revealed.

Created by Publicis Singapore primarily for the Indian market, a three-minute long ad 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 how she was orphaned and then adopted.

She describes how her adoptive mother, Gauri, loved and cared for her, how she pushes her academically to become a doctor and how they love to spend time together on Sundays eating their favorite food and watching horror movies.

“My mother wants me to become a doctor when I grow up,” Gayatri tells viewers.

Watch the ad here:

However, at the end of the advert, which is stunningly directed by Neeraj Ghaywan, as we finally see her mother, it's discovered that Gauri is, in fact, a transgender. The ad also hints at the fact that Gayatri is sent off to boarding school to keep her witnessing away the humiliation and atrocities Gauri faces in day-to-day life.

This moving advertisement is centered on the true story of Gauri Sawant, who adopted an orphaned Gayatri after her birth mother succumbed to HIV-AIDS. The ad focuses on two major sensitive issues of South Asia; Transgender and Adoption.

The advertisement ended at Gayatri revealing that she wants to be a lawyer, not a doctor, as she feels that her mother is denied "basic human rights" and so she can fight to ensure equal rights for her mother.

 

Nazish Islam - a media graduate with an undying love for chai, books, traveling, series shows, sports, hijab, and of course writing.

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This New Vicks Ad will leave you Teary-eyed

Proctor and Gamble brand ‘Vicks’ has come up with a new emotional Asian ad campaign that revolves around a daughter and mother. Under the tagline ‘Touch of Care’, it’s a ...