The New Vicks Ad Is Grabbing A Lot OF Attention, And For All The Right Reasons.

The supreme court in India created a “third gender” status for the transgender in the year 2014. But not a lot of transgender people in India can exercise their right which was given to them by the constitution of India.

In India, transgender people include hijras/ kinnars (eunuchs), shiv-shaktis, jogappas, Sakhi, Jogtas, Aradhis etc. In fact, there are many who do not belong to any of the groups but are transgender persons individually. Transgender fall under the LGBT group (lesbian, gay, bisexual and transgender). They constitute the marginalised section of the society in India, and thus face legal, social as well as economic difficulties.

But P&G’s Vicks new campaign “Touch of Care” uses the opportunity to extend the meaning of caring for your family to advocate for trans rights.  The new ad created by Publicis Singapore, is based on a real-life story of an orphan and her transgender mom. This Ad pulls the chords for all the right reasons.



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