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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