Title | ONE IN A MILLION |
Brand | P&G VICKS |
Product / Service | VICKS INDIA |
Category | E04. Social Behaviour & Cultural Insight |
Entrant | PUBLICIS SINGAPORE, SINGAPORE |
Idea Creation | PUBLICIS SINGAPORE, SINGAPORE |
PR | 20:20 MSL Mumbai, INDIA |
Production | OFFROAD FILMS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Ajay Thrivikraman | Publicis Singapore | Chief Creative Officer |
Mihir Dhairyawan | Publicis Singapore | Creative Group Head |
Jocelyn Chabanis | Publicis Singapore | Associate Creative Director |
Eugene Pua | Publicis Singapore | Associate Creative Director |
Natalie Vander Vorst | Publicis Singapore | Regional Director |
Prachi Partagalkar | Publicis Singapore | Regional Group Account Director |
Jess Geli | Publicis Singapore | Senior Account Director |
Maninder Bali | Publicis Singapore | Regional Group Account Director |
Alicia Chew | Publicis Singapore | Account Manager |
Ed Booty | Publicis Singapore | Chief Strategy Officer |
Josh Roth | Publicis Singapore | Planner |
Elaine Ho | Publicis Singapore | Planner |
Vanessa Chua | Publicis Singapore | Project Manager |
Lolita Ham | Publicis Singapore | Agency Producer |
Deepa Limaye | Publicis Singapore | Agency Producer |
Khalil Bachooali | OffRoad Films | Executive Producer |
Anand Gandhi | OffRoad Films | Director |
Fahad Pathan | OffRoad Films | Producer |
David Foulkes | OffRoad Films | Cinematographer |
Abhirama Kanekar | OffRoad Films | Producer |
Nitin Zihani | OffRoad Films | Production Designer |
We introduce to the world a face that has never been seen before. A face so unconventional, yet full of dreams and aspirations. We introduce Nisha and listen to her talking about her life. In the end, we reveal that she is adopted by a kind-hearted couple – Aloma and David Lobo – who, in fact, went against the belief of the land to adopt a disabled child.
Today, in India, the idea of ‘family’ has evolved. It is no longer defined by just blood ties and shared surnames, but by who cares for you, and who you care for. With this simple premise, in 2017, we launched the ‘Touch of Care’ Campaign to celebrate true-life stories of extraordinary care. And today, ‘Touch of Care’ has truly become a multi-country platform. This year we shared with the world yet another extraordinary story of care. A story of an orphaned girl - Nisha - with a rare skin disease called Ichthyosis.
While India is a modern nation, majority of it is still comfortably couched in time-worn traditions and beliefs. One of the beliefs is that people who are born disabled or bear a disabled child are repaying some kind of a karmic debt from a previous lifetime. As this has been ingrained in the Indian psyche for generations, the disabled have been generally ostracised from society. This is reflected in the number of adoptions of such kids. In the past year, out of 29.6 million orphans in India, only 42 with disabilities found a home. Talking about this issue meant taking an entire belief system head-on. But as a brand that believes ‘Everyone deserves the touch of care’, we had to. And as the numbers and the comments show, it was well accepted by the masses, once again making Vicks a champion of ‘family care’. 31.4 million views 243.6 million reach