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One In A Million

One In A Million | Procter & Gamble (P&G) | Publicis
Download Download JPG | 2878x2040px
Industry: House, Garden & Pets
Media:TV & Cinema
Style: Minimalism
Write a short summary of what happens in the film

We introduce to the world a face that has never been seen before. A face so unconventional, yet full of dreams and aspirations. We introduce Nisha and listen to her talking about her life. In the end, we reveal that she is adopted by a kind-hearted couple – Aloma and David Lobo – who, in fact, went against the belief of the land to adopt a disabled child.

Cultural/Context information for the jury

While India is a modern nation, majority of it is still comfortably couched in time-worn traditions and beliefs. One of the beliefs is that people who are born disabled or bear a disabled child are repaying some kind of a karmic debt from a previous lifetime.

As this has been ingrained in the Indian psyche for generations, the disabled have been generally ostracised from society. This is reflected in the number of adoptions of such kids. In the past year, out of 29.6 million orphans in India, only 42 with disabilities found a home.

Talking about this issue meant taking an entire belief system head-on. But as a brand that believes ‘Everyone deserves the touch of care’, we had to. And as the numbers and the comments show, it was well accepted by the masses, once again making Vicks a champion of ‘family care’.

31.4 million views

243.6 million reach

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

Vicks' 'Touch of Care' platform has now truly become a multi-country platform. But to be relevant to each country it is adapted in, we need to have a truthful insight from that particular country.

While looking out for stories of extraordinary care in India, we came across a startling fact that in 2017, only 42 children with disabilities were adopted. For a country with the size of the population it has, this number was, well, disheartening.

As a brand, Vicks believes that everyone deserves care because care is transformative. So we decided to do our bit.

Internet penetration in urban India is 60% and 45% of time spent on mobile is spent on entertainment. Since our TG was young urban families, we decided to do an online film. We also shared the film with prospective adoptive parents at orphanages to encourage them to adopt kids with special needs.
Production Company:
Cannes Lions International Festival of Creativity 2019
Silver Film
Single-market Campaign
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