In 2015, advocates tracked at least 21 deaths of transgender people due to fatal violence, the most ever recorded. In 2016, Tara, a 28-year-old transgender woman was killed in an incident of Chennai police brutality. There may be a few instances in the news recently of some people from the transgender community achieving great things and being accepted into society, but their fight is far from over, especially in India. In a new, heartwarming advertisement, Vicks has rendered Indians speechless. The company’s new “Generations of Care” ad tackles two prevalent issues with heartbreaking sincerity. One being the unequal rights of the transgender community and the other being parenthood via adoption.
The ad is narrated by Gayatri, a young girl, as she goes off to study in a new city. She talks about her close relationship with her mother, who is later revealed to be Gauri Sawant, a transgender woman who is raising her daughter by herself. The ad ends with Gayatri stating how she wants to grow up to be a lawyer, not a doctor, so she can fight for her mother’s rights. From a child’s honest and unwavering perspective, this ad outlines how unfair our world is to the third sex.
Gauri Sawant is a transgender activist and pioneer in giving the third gender its rights in Supreme Court. Having released just a few days ago, this ad has already reached nearly four million people. The inclusion and acknowledgement of transgender parents as equally loving and nurturing as cisgender parents into Vicks’s ethos of “Generations of Care” has been appreciated by the masses and brought many to tears.
We hope to see LGBT+ rights brought into the limelight and spoken about more openly in media in the future, eliminating the taboo that is associated with the “third sex.” Way to go, Vicks. Watch the ad below!