Title | CARE LIVES ON #TOUCHOFCARE |
Brand | VICKS INDIA |
Product / Service | #TOUCHOFCARE |
Category | A06. Use of Original Music |
Entrant | MEMESYS CULTURE LAB Bambolim, INDIA |
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 |
Name | Company | Position |
---|---|---|
Anand Gandhi | Memesys Culture Lab | Director |
Zain Memon | Memesys Culture Lab | Executive Producer |
Shreya Dudheria | Memesys Culture Lab | Producer |
Kaushal Shah | - | Director Of Photography |
Jenny Montgomery | - | Colorist |
Sneha Khanwalkar | - | Music Producer |
Ajay Thrivikraman | Publicis Singapor | Chief Creative Officer |
Mihir Dhairyawan | Publicis Singapore | Creative Director |
Shirlie Alexis Tay | Publicis Singapore | Agency Producer |
Sharmista Nagarkatti | Publicis Singapore | Business Director |
Natalie VanderVorst | Publicis Singapore | EVP |
Jordan Price | Publicis Singapore | Head of Planning |
Hui Chong Yong | Publicis Singapore | Planning Director |
Jess Geli | Publicis Singapore | Senior Account Director |
Sophie Ow | Publicis Singapore | Senior Account Executive |
Ruchita Shah | 20:20 MSL | AVP and Lead |
Jeunelle Rebello | 20:20 MSL | Senior Manager |
Pemiya Gandhi | 20:20 MSL | Sr. Executive |
Ekta Joshi | 20:20 MSL | Sr. Executive |
This is the story of Dr. Dnyaneshwar Bhosale- the visionary who gave up his high-paying city job and moved into the heart of the country with his wife, Priyanka, and their son. He was driven by a singular dream - to build a state-of-the-art hospital for those who could afford it the least. After the Covid-19 pandemic broke out, Dr. Bhosale labored day and night to save thousands of lives. Unfortunately, he succumbed to the virus himself. Some people live on in their children and loved ones. Others, like Dr. Bhosale, survive in their work and ideas, transcending to a higher meaning. Dr. Bhosale’s vision of building an institution of care is now being realized by Priyanka Bhosale. She is building a hospital in her late husband’s memory - with the support of the ‘Vicks #TouchOfCare Fund’. In her words, “He is no longer a person. He is a purpose.”
In February 2021, the Indian Government announced that 162 doctors had died on the frontlines while combating COVID-19. The Indian Medical Association refuted this claim and revised the number of doctor deaths to 734. The IMA also condemned the government for its apathy towards doctors and their families. (https://www.ndtv.com/india-news/coronavirus-over-160-doctors-107-nurses-lost-lives-due-to-covid-19-in-india-ashwini-kumar-choubey-told-rajya-sabha-2361781)(https://www.hindustantimes.com/india-news/ima-refutes-govt-s-data-says-734-doctors-died-due-to-covid-19-condemns-centre-s-apathy-101612365469868.html) According to a March 2021 article, The Guardian reported that “Doctors and medical workers in India are being ostracized from communities, evicted from their homes… over fears they may be carrying coronavirus. (https://www.theguardian.com/world/2020/mar/30/indian-doctors-being-evicted-from-homes-over-coronavirus-fears) “Even surviving medical professionals are frustrated, demoralized and in distress,” reads a report from May 2021. (https://www.nationalheraldindia.com/india/doctors-demoralised) According to the Indian Medical Association,1492 doctors have died in India so far. (https://ima-india.org/ima-covid-donate/) Many, according to the IMA, have left behind families that need to be taken care of. We made this film in solidarity with every healthcare worker, whose invisible sacrifices have kept us safe. https://www.thehindu.com/news/national/telangana/for-paranoid-house-owners-doctors-are-persona-non-grata/article31155165.ece https://www.theguardian.com/world/2020/mar/30/indian-doctors-being-evicted-from-homes-over-coronavirus-fears https://www.bbc.com/news/world-asia-india-52151141 https://www.ndtv.com/india-news/horrific-assault-on-doctor-by-family-of-covid-victim-caught-on-camera-2454178]https://www.aljazeera.com/news/2021/5/26/why-indias-doctors-are-furious-over-yoga-guru-ramdevs-remarks
The music alternates between hope and melancholy. Even in moments of apparent joy, it treads on carefully and quietly. Times of inspiration, illustrated with the gentle rise in the strings is annotated with the struggles and loneliness of a first mover. The chords drop and the strings recede in the gloomy oncoming of the pandemic. In that anxious gloom, the gentle piano comes and reminds us of the unbreakable joyous spirit of our protagonist. Suspense gives into fear. As it ushers in the untimely end of Dr. Dyaneshwar, it breathes quietly, allowing the listener to experience their own internal machinations. And when it announces the passing of the torch to Priyanka, it swells just a bit, but with the utmost restraint. Hope isn’t loud or triumphant. Hope is quiet. In the contemplative silence between despair and resilience, hope survives.