Proctor & Gamble, through its Vicks brand, has opened a new Asian campaign with a spot focusing on an orphaned Indian girl and the woman who adopted her. Centered around the tagline "Touch of Care," I believe it should touch your heart.

Created by Publicis Singapore predominantly for the Indian market, the ad is narrated by the daughter, Gayatri, who describes how was orphaned and then adopted. She describes how her mother, Gauri, loved and cared for her, how she pushes her academically to become a doctor and how they love to spend time together eating their favorite food and watching horror movies.

However, at the end of the spot, which is beautifully directed by Neeraj Ghaywan, as we finally see the mother, it's revealed that Gauri is in fact transgender. Gayatri also reveals that she wants to be a lawyer, not a doctor, as she feels that her mother is denied "basic human rights."

Vicks has always been about the gentle touch of a mother's care, as she caresses and gives relief to her child. With the #TouchOfCare campaign we are going a step further and expounding the importance of care beyond just the traditional perception of family. The campaign shows how people who, though not connected by blood, end up being family through care itself.

--Nitin Darbari, P&G Teva JV China

If you need a bit more, they've created a "making of" video: