Mumbai: Transgender, a community which is bereft of society’s priviledged accommodation can also possess the similar human emotions. Across traffic signals, trains, buses-we never really try to recognize their existence.
They have always remained deprived of basic human rights and draconian laws led to violation.
Vicks India released an advertisement which touches down upon two sensitive issues which seeks societal acknowledgement. The 3.5 minute long video traces 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 video went viral in a couple of hours which netizens applauding the noble concept in a narrative form.
The bond remains strong as ever. Blood lines, gender barriers blur in front of endearment. Affection needn’t always come with affiliation.
Watch The Video Here: