The ‘Touch of Care’ campaign was created by Publicis Groupe owned company, PG One Singapore. It was released in India on National Doctor’s Day 2021, and focuses on telling one particular story in emotive detail. This video is the third iteration of the #TouchOfCare campaign by Proctor & Gamble-owned medicine company, Vicks.

It tells the true story of Dr Bhosale, who worked tirelessly through the pandemic to ensure children, received life-saving medical care. The video is narrated by an actor playing Dr Bhosale’s wife, who was left widowed while pregnant. While the storytelling and re-enactment is both powerful and upsetting, the campaign tells a story of hope and perseverance, as Dr Bhosale’s wife continues to fulfil her husband’s dream of building his own paediatric hospital.

Vicks has pledged to support Mrs. Bhosale to build the hospital in an effort make a meaningful difference and be a brand working for social good. The campaign aligns with P&G India’s wider Suraksha initiative to contribute towards 1 million vaccination doses for 500,000 citizens in partnership with state governments and local authorities

By zooming in on one story, Vicks is able to capture the audience and tell a truly emotive story that demonstrates its corporate commitment to supporting local communities as a people centred brand. 

Ajay Thrivikraman, CCO of global Clients at Publicis Singapore says, “Vicks Touch of Care has always been a platform to shine a spotlight on the most vulnerable communities in our society. Just over a year ago, one would hardly have expected our doctors to be among them, but this pandemic has changed everything. We thought our platform could serve them at this time by sharing their story told through the eyes of just one such family.”

The video campaign has been shared globally in P&G operating companies, gaining over 21 million views since being posted on YouTube last Thursday 30 June.

n 2017, Vicks released the first #TouchOfCare campaign showing the power of family love beyond biological ties, through the story of an orphan named Gayatri and her transgender mother Gauri Sawant. In 2018, the second #TouchOfCare campaign told Nisha’s story, a girl born with a genetic skin condition who was abandoned at birth but found love through adoption.

The three videos have a recognisable format and style with an emotive, positive and timeless message that ‘everyone deserves the #TouchOfCare’. Each year the video tells a story that is socially relevant and impactful in the current context.