Transgender breaking bias in India’s social construct



Remember that beautiful advertisement of a transgender mother and her daughter gone viral. The heart touching story of how Gauri Sawant, a transgender woman and activist, came to adopt Gayatri, a young girl whose birth mother died because of AIDS. In this advertisement of Vicks, Gayatri narrates the struggles her mother faces as transgender and question the unfair legal treatment of transgender people in India.
Vicks #TouchOfCare Campaign showed that there are no boundaries to a mother-daughter relationship and everyone deserves to feel what it means to be cared for and to care for someone. To experience the difference it makes in your life, to have someone that will unconditionally love you and care for you. Vicks through this campaign encourages people to do the same and transform someone’s life with #TheTouchOfCare.
Advertisers today are turning focus on marginalised trans community. Positive portrayal of community is changing the way society used to look at them for centuries. Many brands are now keeping trans-community in mind while creating experimental ad campaigns. Transgender gaining momentum in advertising industry is itself a mirror to the changing mentality of society.
When Supreme court recognised trans-community as third gender, they were given many rights. This led to change in people’s behaviour towards them as they started coming out of their preconceived shells and began to accept community as equal.

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