Vicks spreads the 'Every Child Deserves the Touch of Care' message in India with emotional campaign created by Publicis Singapore

Vicks_2.jpgVicks and Publicis Singapore has launched the follow up campaign to 'Vicks #TouchOfCare', its heart-warming campaign that went viral last year.

'Vicks - One in a Million' is yet another inspiring story, this time of Nisha, a young girl who has Ichthyosis, a genetic skin condition. The transformation of Nisha due to the love and care provided by her adoptive parents Aloma and David Lobo, forms the crux of this digital video. The second campaign continues to spread the idea that 'Every Child Deserves the touch of Care'.

Created by Publicis Singapore, the story is a first-person narrative by Nisha, an orphaned girl with Ichthyosis who was abandoned by her biological parents when she was just two weeks old. Her life was transformed when she was adopted by Aloma and David Lobo, who despite having children of their own, gave Nisha a family which showered her with unconditional love and the #TouchOfCare.


The film gracefully captures Nisha's story as she sails through the challenges and complexities of life, with her mother and a family at her side. It beautifully depicts how Nisha, who is an extraordinary girl, leads an ordinary, regular life - one of hopes, dreams and challenges - and how Aloma has brought her up in a way that is no different from anyone else.

Vicks 2.jpgOverwhelmed with the response to Nisha's story, David and Aloma Lobo, the parents of Nisha, the protagonist of the newly launched Vicks #TouchOfCare films aid: "We are delighted that Nisha's story is part of the globally acclaimed Vicks #TouchOfCare campaign. Our daughter's story could not have been told in a nicer way, and we do hope that the millions of people who see the Vicks #TouchOfCare film, are motivated to give unconditional love and care to vulnerable people, who need it the most."

Gauri Sawant, the Vicks #TouchOfCare Mom and Transgender Activist from the first campaign added: "I am humbled with the recognition- that of a mother, the Vicks #TouchOfCare campaign has given me. Vicks' initiative of showcasing and supporting people who are representing extraordinary care in this world, is a source of hope for the world. I am personally overwhelmed with Nisha's story, and I am confident that people will shower her with the same love and affection that was given to me."

Client: P&G
Brand: VICKS India
Agency: Publicis Singapore
CCO: Ajay Thrivikraman
Creative team: Mihir Dhairyawan, Eugene Pua, Jocelyn Chabanis
Account team: Prachi Partagalkar, Jessica Geli
Country Marketing Manager, Vicks India: Ritu Mittal
Regional Associate Brand Director, P&G Healthcare Asia: Maithreyi Jagannathan
Production company: OffRoad Films
Director: Anand Gandhi

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Wow said:

Powerful and emotional.

Why? said:

Is this about Vicks a 50 cents candy’s attempt to solve world problem?

Because said:

Vicks is a rub mums use at home and not just candy, in some countries

m said:

What does this voyeuristic video have to do with Vicks?

Dang! said:

Erm! It’s a story of unconditional care? And Vicks is about care!?

Vicks Inhaler said:

A touching story.
Very well crafted.
But like M, I struggle to see Vick's role in making a meaningful difference or a part in Nisha's life.
Unlike her wonderful adoptive parents, they took Nisha in with no agenda.
I wish I could say the same about this the creators of this film.

Lewis said:

With this series of films, they seem to be admitting that they cant come up with a single decent ad that actually sells the product. All we're left with is some sort of mushy nonsense that feels like part charity, part tear jerker.

RJ intel said:

I’ll believe brand and agency meant well if they don’t enter into awards shows.

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