VIRAL VIDEO: Touching Ad For Vicks Tells True Story Of Orphaned Indian Girl Adopted By Transgender Woman

Creativity reports:

Procter & Gamble brand Vicks centers an emotive new Asian campaign around a mother and her adopted daughter — but it’s not until later on in the spot we discover the whole story. Created by Publicis Singapore predominantly for the Indian market, the ad is narrated by the daughter, Gayatri, who describes how was orphaned and then adopted. She describes how her mother, Gauri, loved and cared for her, how she pushes her academically to become a doctor and how they love to spend time togther eating their favorite food and watching horror movies.

However, at the end of the spot, which is beautifully directed by Neeraj Ghaywan, as we finally see the mother, it’s revealed that Gauri is in fact transgender. Gayatri also reveals that she wants to be a lawyer, not a doctor, as she feels that her mother is denied “basic human rights.” The spot is part of a campaign centered around the tagline “Touch of Care,” aimed at reasserting the importance of family care while challenging and seeking to redefine what family is in contemporary society.

The clip has over 1M views since Wednesday.

  • Gayer Than Thou

    Guess I’ll buy some Vicks on the way to work.

    • another_steve

      Fine. Just please don’t put some on and then stand in front of me on the supermarket check-out line.

      • Gayer Than Thou

        Can’t make that promise. Also, I might be paying with a check and an expired coupon.

        • another_steve

          My husband and I found this cute check-out boy who’s enthralled by us and will manually subtract from the bill any expired coupons that his scanning device won’t accept.

          My husband likes to wear his “In The Life” cap (obtained when that LGBT news/variety show was still on the air) when we go shopping.

          It alerts all the gay cashiers, as you would expect.

    • TJay229

      Me too!

    • JCF

      If only I didn’t already have 2 jars of generic!

  • Rex

    Love is love is love.

  • Rex

    Vicks always brings a tear to my eye.

    • David Milley

      (chuckle) It’s the menthol …

  • Joe in PA

    Wow, just wow. I watched the video before I read the text, so I got the full impact and did not see that coming. As @rex says… Love is Love.

  • Skokieguy [Larry]

    Holy crap. Tears started BEFORE the ‘reveal’ about mom. This is amazing that they created over a 3 minute commercial and it does nothing to promote Vicks as a treatment. I am just blown away. This is amazing advocacy and I’d love to know what prompted the desire to make this commercial.

    It deserves to win awards.

    If anyone wants to contact Proctor & Gamble to thank them:

    • Bj Lincoln

      I did. Thanks for the address.

    • David Milley


    • ArchiLaw

      Done. What a splendidly beautiful ad!

  • ETownCanuck
    • ETownCanuck

      Seriously though, that was beautiful.

  • djcoastermark

    That was fantastic. Dang onions again. Wouldn’t it be nice to see something like this here in the US on regular TV ?

    • another_steve

      Just about the only times we here in the states see product-sponsored spots like that on TV are during Super Bowl commercials.

      They’re movie-quality and must cost a fortune to produce. That’s probably why we don’t see more of them on American TV.

      • zhera

        But imagine the PR they’d get! OMM, NOM, FRC, AFA, etc. would be all over it and bring it out to the public.

        • another_steve

          True. The free publicity provided by the theofascists would be worth millions of dollars. Can you imagine if this Vicks piece ran here?

          American businesses are generally loathe to alienate consumer segments, though. Controversy can sometimes hurt their bottom line. Can turn off some consumers.

          If Starbucks started losing income as a result of its pro-LGBT outreach, I assure you they’d halt the outreach in a New York minute.

  • zhera

    Beautiful! ♥

  • Rebecca Gardner

    Well, I’m crying my eyes out now. That was beautiful.

  • TimJ

    Think, Vicks didn’t need to make this ad, they chose to because of what they believe in. Lovely.

  • TJay229

    Grand Mutherphuckin Prize!

  • Pat

    Oh my god, yes! So much yes! Thank you, Vicks.

  • Nic Peterson

    Boycott by the fundies in three, two, one….

  • clouds 9

    Thank you for this lovely video. Made my morning.

  • John Ruff

    OMG, that took up a whole box of tissues

  • Nychta

    That was a real heart-opener, and much needed among all the other news. Haven’t seen a finer example of love in a long time. Need a kleenex. Great way to start the day.

  • Lena

    As I was reading the blurb above, I immediately wondered how Gauri is dealing with the misogyny that seems so prevalent in Indian culture. But what she and Gayatri have is so beautiful!

  • Robert Anthony

    The world can (and could) be so beautiful.

  • WOW!!!!

  • Oh’behr

    I remember when P&G got so much crap with their old (now retired) logo with the man and the moon and some false satanic crap by Christer fundies. Of course the Christer fundies like to spread false gossip which isn’t true as it benefits their cause. This was back in the 1980s and again in the 1990s when I would hear the rumor and roll my eyes, shake my head and say it’s not true. Where do you hear this stuff and why do you believe it.

    This video is beautiful and I applaud P&G Vicks for showing a part of India that they would never do for the USA. Thank you P&G. Thank you Vicks.

  • Acronym Jim

    Very touching and moving video. And an added bonus is being tipped to a new dish. This looks like a tasty recipe for Kadhi Chawal.

  • greenmanTN

    Thwt was heartbreaking. I skipped over all day thinking is was going to be pablum.

    It wasn’t.

  • Skip Intro

    Just so lovely, as are mother and daughter.

  • James

    Quick, someone alert the Moaning Moms.

  • fuzzybits

    Wonderful video and shows love comes in many forms.