Vicks aims to break the taboo around skin diseases by narrating the story of Nisha, a young girl with a rare genetic skin condition- Ichthyosis.
The campaign titled #TouchOfCare, created by Publicis Singapore, features the protagonist Nisha taking about how her life was transformed when she was adopted by Aloma and David Lobo who, despite having children of their own, gave Nisha a family. Nisha further narrates her everyday struggle with people who think that her disease is infectious and therefore aren't friendly with her.
Ritu Mittal, country marketing manager, Vicks India said: “Vicks, a brand synonymous with a generation of care in India, believes in the transformative power of care in human lives. The second edition of the Vicks #TouchOfCare campaign continues to spread the idea of ‘family’ beyond biological bonds. Gauri Sawant and Aloma Lobo are perfect examples of people providing extraordinary acts of care.
"They demonstrate how each of us is capable of lending unconditional love and extending care to every child who needs it. The first edition of the Vicks #TouchOfCare campaign moved millions of people across the globe. We are confident that Nisha’s story will have a similar impact on every person who sees the film.”
Maithreyi Jagannathan, regional associate brand director, P&G Healthcare, Asia, said: “It is amazing how this campaign is growing from strength-to-strength, as we take it to countries beyond India.
"Vicks #TouchOfCare has become part of our brand philosophy and has given us an opportunity to tell evocative stories that inspire a change in people. Vicks #TouchOfCare is an effort to recognise, applaud and support real people with extraordinary stories who personify the campaign ethos ‘Ever child deserves the touch of care."
Ajay Thrivikraman, chief creative officer, global clients, Publicis Singapore said: “As we realised when we discovered Gauri Sawant’s inspirational, Vicks #TouchOfCare 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.”
