CARE LIVES ON

Short List
TitleCARE LIVES ON
BrandP&G
Product / ServiceVICKS INDIA
CategoryC01. Social Film
EntrantPUBLICIS SINGAPORE Singapore, SINGAPORE
Idea Creation PUBLICIS SINGAPORE Singapore, SINGAPORE
PR 20:20 MSL Mumbai, INDIA
Production MEMESYS CULTURE LAB Bambolim, INDIA
Post Production MEMESYS CULTURE LAB Bambolim, INDIA

Credits

Name Company Position
Ajay Thrivikraman Publicis Singapore Chief Creative Officer
Mihir Dhairyawan Publicis Singapore Creative Director
Mihir Dhairyawan Publicis Singapore Copywriter
Sharmista Nagarkatti Publicis Singapore Business Director
Shirlie Alexis Tay Prodigious Singapore Executive Producer
Satya Dalal Publicis Singapore Sr. Art Director
Jess Geli Publicis Singapore Sr. Account Director
Sophie Ow Publicis Singapore Sr. Account Executive
Natalie VanderVorst Publicis Singapore EVP, Global Clients
Jordan Price Publicis Singapore Planner
Hui Chong Yong Publicis Singapore Planner
Anand Gandhi Memesys Culture Lab Director
Zain Memon Memesys Culture Lab Executive Producer
Shreya Dudheria Memesys Culture Lab Producer
Ruchita Shah 20:20 MSL EVP/Lead
Jeunelle Rebello 20:20 MSL Senior Manager
Pemiya Gandhi 20:20 MSL Sr. Executive
Ekta Joshi 20:20 MSL Sr. Executive

Write a short summary of what happens in the film

On National Doctor’s Day, we launched a film to remind everyone of the sacrifices Doctors had made during COVID. We narrated the story of Dr Dnyaneshwar Bhosale, who gave up his high-paying job in the city and moved to the rural area to provide care to the poor. He dreamed of one day building a state-of-the-art hospital for the poor. He worked day and night at his hospital saving thousands of lives in the rural area. Unfortunately, he himself succumbed to Covid. We are now reviving his dream with our ‘Vicks #TouchOfCare Fund’ by helping his wife build a hospital in his memory. The hospital will have beds and wards named after other fallen Doctors.

Cultural / Context information for the jury

According to the Indian Medical Association, more than 1600 doctors have died due to Covid in India. GOVERNMENT FIGURES PUT THE NUMBER AT 162. At the peak of the pandemic in India, the morale of Doctors was at an all-time low. Sacrifices made by them were going unrecognised, they were denied houses on rent due to the virus scare, sometimes being beaten up by patients' relatives and also being mocked by some on National Television for their failure to manage the situation. Vicks, as India’s oldest cough & cold brand, has partnered with Doctors for over 70 years. This was our time to give the #TouchOfCare to Doctors in their hour of need. And so on National Doctors' Day, we launched a film to remind everyone of the sacrifices Doctors had made, which lifted their spirits once again. The new hospital will have beds named after fallen doctors. 65M Views

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