The award-winning Vicks #TouchOfCare campaign focuses on a young girl, Nisha who has a rare skin condition, Ichthyosis. The film captures her journey of transformation through the love and care of her adoptive mother, Aloma. Propagating the idea of giving unconditional love and care to people beyond biological relationships, Vicks ‘One in a Million’ #TouchOfCare is deeply rooted in ethos that ‘Every child deserves the touch of care’.

Traditionally, the mother-child relationship is where ‘care’ for a child begins, though this isn’t always the case. The campaign highlights children who have faced some of life’s hardest challenges and have overcome because of their unconventional ‘care-ers’. Vicks recognizes the transformative power of ‘care’ and celebrates the extraordinary stories of the people who have lived it by their actions.

Our brief was to produce a film that raised awareness and brought into mainstream, conversations about adoption, particularly the adoption of children in India with special needs.

The Vicks’ #TouchOfCare “One in a million” film has won more awards than we can count, but more importantly, it has raised awareness and given voice to a much-needed conversation in society today.

The statistics are alarming. Only 42 children with disabilities were adopted in 2016. There is much that needs to be done to bring positive change to the lives of these little ones who are looking to us for answers. This film is one of many first steps.