India is hailed as the world’s largest democracy. The spirit of a democracy lies in its diverse and inclusive nature. But, intolerance and prejudice against the LGBTQ community is still prevalent.
Section 377, a law which criminalises consensual sex between homosexuals, still prevails in democratic India. The draconian law, based on the Victorian morality, which denies to recognize the identity of a particular section of the society is a clear cut violation of constitutional rights.
Vicks’ new advertisement, which got more than 4.6 lakh views within 4 hours, is the story of Gauri Sawant, a transgender who fought against all odds and raised an orphaned child as her own.
Neeraj Ghaywan, critically acclaimed for his directorial debut Masaan, directed the ad. “I was instantly excited about being a part of this project when I learned that the agency wanted it to be based on Gauri Sawant’s story. I worked with them to arrive at a narrative form to talk about her life. It has been one of the most fulfilling, inspiring and humbling experiences of my life to work on this commercial,” he told Newsd about the ad.
“We believe that everyone deserves to feel what it means to be cared for and to care for someone.To experience the difference it makes in your life, to have someone that will unconditionally love you and care for you. In the hope that you, at your turn, can do the same and transform someone’s life with the #TouchOfCare,” Vicks said in a statement.
The movie is well crafted in a narrative form. It portrays the intense bond between a mother and daughter. Social media platforms are abuzz with appreciation of the movie’s depiction of such a sensitive subject.
Watch the Vicks video here: