‘Touch of Care’

 

I saw this video this morning, and I’m filled with optimism and joy.

I’ve shared posts before about encouraging movements from south Asia, targetting women’s rights, beauty standards and feminism. This is the first time I’ve come across a nation-wide campaign normalising transgender people and their lives.

I knew what to expect when I saw the article accompanying it on NPR, but it was still a wonderful surprise that the video didn’t preach, or generate a rallying call to arms, or worse yet, and as is often seen in south Asia, portray transgender people as caricatures or as objects of ridicule.

It’s a normal story about a girl on her way back to university, thinking about her childhood and her parent. Only at the end do you realise that her mother is transgender, though it’s hinted throughout the video through the partial shots of her mother.

The woman playing her mother is Gauri Sawant, an activist and head of Sakhi Char Chowghi Trust, an NGO based in Bombay which works with transgender people. The story in the video is based on Gauri’s life raising Gayatri, the daughter of a sex worker friend of Gauri’s. Many articles have sprung up in the past few days talking about it, Gauri’s work, and that’s generating even more discussion around the reality of transgender rights and equality in India – which gives me a lot of hope.

I’m buoyed by the fact that the social media response has been overwhelmingly positive, despite the – legitimate – cynical critique of Vicks. The link between the product and the video isn’t clear, this could just be PR stunt, etc. To me though, it’s not really an ad for Vicks in the way this was an ad for Tanishq, for example. So I’m treating it almost as a short movie, independent of the brand. It doesn’t matter to me if the ‘caring for families for generations’ super is accurate or not. This is an equally bold move for Vicks, and similarly to the Tanishq ad, makes a topic that’s either taboo or at best, marginalised, something for everyone to talk about. I can’t wait to see what happens next.

 

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