P&G’s Vicks has launched the third edition of its #TouchOfCare campaign, bringing a tribute to the frontline doctors that fought with all their strength to take care of us. Launched to coincide with National Doctors’ Day 2021 in India, the initiative comes from the hands of agency Publicis Singapore, reminding us of the extraordinary sacrifices healthcare workers do — those still amongst us and those whom humanity has lost — to help us overcome this crisis.

The campaign is visible through a four-minute-long video, “Care Lives On #TouchOfCare,” which presents the story of late Dr. Dnyaneshwar Bhosale and his selfless acts of providing kids with life-saving treatment during the pandemic. Working as a tribute to doctors across India, the film shows the devotion of medics to do what’s in their power to save those around, even at the cost of leaving their families and dreams behind.

Dr. Bhosale left behind his wife, children — one of whom was born a week after he passed away — and his dream of building his own pediatric hospital. His wife, Dr. Priyanka Dnyaneshwar Bhosale, works on bringing his dream alive, with Vicks supporting her, which has pledged to help her build the medical center in memory of her husband and his kind acts.

“It was difficult to see my husband take his last breath and my prayer then was that somehow he would receive the healing hand of care just like the one he selflessly extended to many children. I thank Vicks for bringing to light my husband’s extraordinary work and inspiring story and joining me to keep his dream of building a children’s hospital in Latur alive so his memory and touch of care live on forever,” Mrs. Bhosale said.

Himanshu Tewary, Senior Director and Category Head, Personal Healthcare at Procter & Gamble, said: “Our doctors have given a new meaning to humanity during these challenging times, and their selflessness deserves lifelong gratitude. Vicks’ #TouchOfCare is a reminder of the extraordinary acts of care, courage, and bravery of each one of our doctors, those with us, and those who we have lost. As a society, it’s time to rise together and give back to our doctors’ community for all they have done for us and our loved ones by preserving their #TouchOfCare for generations to come.”

The film is directed by Anand Gandhi, who describes the video as being “a glimpse into the vision and commitment that he had for his community. It’s a call to togetherness, a reminder of the selflessness of all our healthcare workers during this time. I am grateful to the people at Vicks and Publicis Singapore for getting me on board to bring this story to life.”

Vicks’ #ThouchOfCare works as a platform that focuses on vulnerable communities, explains Ajay Thrivikraman, CCO, Global Clients, Publicis Singapore. Who would have thought that healthcare workers are among them? “Just over a year ago, one would hardly have expected our doctors to be among them, but this pandemic has changed everything. It has been an incredibly difficult time for doctors and their loved ones. It’s humbling to see that their care for others is more than a lifetime commitment; it is a legacy that will live on into the future,” Thrivikraman comments.

If you are one of the people who have gone through the hardships of the COVID-19 disease or you saw one of your loved ones struggling with the infection, dying to hear good news from them, and you also understand the stress that doctors go through to save as many lives as possible, this video campaign will make you burst in tears.


Client: Vicks

Agency: Publicis Singapore