Community Business India Conference 2018
Uploaded on Vicks India’s YouTube channel in March 2017, P&G’s Touch of Care video has received over 6.9 lakh views and sparked open discussion on a topic that has long been regarded as taboo in India.
Based on the true story of Gauri Sawant, the ad is narrated by the daughter, Gayatri, who describes how she was orphaned and then adopted. She describes with great affection her relationship with her mother. At the end of the spot, it is revealed that Gauri, her mother is in fact transgender .
In this session, we talk to the people behind the ad – discuss their motivation, the response and the role that bold marketing efforts can play in tackling discrimination and impacting positive change.