Cannes Lions

Vicks - One In A Million #touchOfCare

OFFROAD FILMS, Mumbai / PROCTER & GAMBLE / 2019

Awards:

1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
Film

Overview

Entries

Credits

Overview

Background

India has over 29 millions orphans. Having said this, ‘adoption’ is almost always treated as a last resort whenever a couple is unable to 'naturally' conceive.

To add further complexity, parents who do consider adoption would never have the courage to adopt a child with a disability. Armed with this powerful cultural insight, we attempted to capture a true, honest and culturally sensitive film about a girl who was adopted despite her physical disability and brought up in the most normal manner possible, by her loving parents and siblings. It is this treatment that allowed the film to permeate into the mainstream consciousness of India, in the last 6 months.

The thesis that we wanted to explore was that ‘every child, no matter what his/her physical and mental condition, deserves a touch of care’ and an equal chance to fulfil their birth-right to a respectable existence.

Execution

The guiding process was “uncompromising authenticity”. After casting for 2 months, the director was convinced that ONLY Nisha could play herself, for only she could do justice to such a complex and immensely personal story.

The next part of the process was to cast a “non-actor”, real-life orphan for the role of the 4-year-old Nisha. The chosen girl had a similar life-story and an innate sense of curiosity and vulnerability, crucial to the role.

For Nisha’s parents, the process was to cast theatre actors, who had considered adopting children themselves. The auditions were conducted inside an orphanage and in solitary spaces, wherein they were asked to interpret “wordless scenes” of being parents to a child with a disability. The shortlisted actors were then finally ‘observed’ interacting with Nisha and the decision on who to cast was made by the director and Nisha jointly.

Similar Campaigns

12 items

WOMANUALS

Anita&Vega, Buenos aires

WOMANUALS

2024, ATMA

(opens in a new tab)