Title | CARE LIVES ON #TOUCHOFCARE |
Brand | VICKS INDIA |
Product / Service | #TOUCHOFCARE |
Category | A08. Achievement in Production |
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
One day before the initial shoot, 13 crew members tested positive for Covid-19, despite quarantining. Little did we know, this was the beginning of the devastating second wave in India. Production became increasingly precarious over the coming weeks. And yet, the film became more urgent than ever. Healthcare workers and doctors were up against the ropes. We needed to rally the people around them - a powerful, visceral testament to their efforts and sacrifices. Once the second wave began dying down, our approach became strategic and precise. We reverse engineered the script from possibilities. The crew was cut down from 120 people to just 40. At a time when most of the country’s best professionals were indisposed, we onboarded new crew and cast, quarantined them for weeks. The endless support of P&G and the agency helped us pull off one of the herculean productions we have ever undertaken.