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<ul><li>Vicks is back with #TouchOfCare campaign. </li><li>This time, it honours our Doctors’ Community through the moving Story of the late Dr. Bhosale.</li></ul> Vicks has launched the third edition of its iconic #TouchOfCare campaign series, on the eve of National Doctors’ Day 2021. The past year has been challenging for many, and it is our Doctors who have carried us on their shoulders of hope, by selflessly caring for us, and our loved ones. The third edition of #TouchOfCare, a tribute to the Doctors’ community across the nation, underscores the powerful impact of care through the real-life extraordinary story of the late Dr. Dnyaneshwar Bhosale. The film takes viewers on the inspiring journey of Dr. Bhosale’s selfless acts of care, as he left no stone unturned to ensure many less fortunate children received life-saving medical attention during the pandemic. Gone too soon, Dr. Bhosale left behind his wife, kids and his dreams of building his own pediatric hospital. The film is a solemn reminder that like Dr. Bhosale, hundreds of doctors lost their lives during the pandemic leaving their families and dreams behind. In addition to sharing Dr. Bhosale’s inspiring story, Vicks has also pledged to support Mrs. Bhosale to help build a pediatric hospital in memory of her husband's extraordinary acts of care. Committed to making a meaningful difference and step up as a #ForceforGood, Vicks continues to support India’s fight against Covid-19 through P&amp;G’s Suraksha initiative. Under this initiative, P&amp;G recently contributed towards 1 million vaccination doses for 5 lakh citizens in partnership with state governments and local authorities. <div type="Youtube" id="NHflsJrXKaI" title="Vicks - Care Lives On #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/NHflsJrXKaI/mqdefault.jpg"></div> Dr. Priyanka Dnyaneshwar Bhosale, Wife of the late Dr. Dnyaneshwar Bhosale shared, “It was difficult to see my husband take his last breath and my prayer then was that somehow he would receive the healing hand of care just like the one he selflessly extended to many children. I thank Vicks for bringing to light my husband’s extraordinary work and inspiring story and joining me to keep his dream of building a children’s hospital in Latur alive so his memory and touch of care live on forever.” Himanshu Tewary, Senior Director and Category Head, Personal Healthcare at <keyword id="6361491" type="COMPANY" weightage="20" keywordseo="Procter-Gamble">Procter &amp; Gamble</keyword> said, “Our doctors have given a new meaning to humanity during these challenging times, and their selflessness deserves lifelong gratitude. Vicks #TouchOfCare is a reminder of the extraordinary acts of care, courage and bravery of each one of our doctors, those with us, and those who we have lost. As a society, it’s time to rise together and give back to our doctors’ community for all they have done for us and our loved ones by preserving their #TouchOfCare for generations to come.” The film’s Director, Anand Gandhi, “Dr. Dnyaneshwar Bhosale dreamed of building robust, empathetic systems of care and medicine. This film is a glimpse into the vision and commitment that he had for his community. It’s a call to togetherness, a reminder of the selflessness of all our healthcare workers during this time. I am grateful to the people at Vicks and <keyword id="4358739" type="COMPANY" weightage="20" keywordseo="Publicis-Singapore">Publicis Singapore</keyword> for getting me on board to bring this story to life.” Ajay Thrivikraman, CCO, Global Clients, Publicis Singapore commented, “Vicks Touch of Care has always been a platform to shine a spotlight on the most vulnerable communities in our society. Just over a year ago, one would hardly have expected our doctors to be among them, but this pandemic has changed everything. It has been an incredibly difficult time for doctors and their loved ones. It’s humbling to see that their care for others is more than a lifetime commitment; it is a legacy that will live on into the future.” In 2017, #TouchOfCare 1 showed how through care, families are formed beyond biological ties, breaking stereotypes and highlighting how motherhood has no gender through the story of an orphan, Gayatri and her transgender mother Gauri Sawant. In 2018, #TouchOfCare 2 brought to light the story of Nisha, a girl born with Ichthyosis - a genetic skin condition who was abandoned by her biological parents at birth. Her life took a positive turn with the unconditional love and care extended by her adoptive parents.

Vicks' latest Touch of Care campaign is about keeping Dr. Bhosale's dream alive, who lost his life to COVID-19

<ul><li>In a Pride Month special, we invited <keyword id="9445997" type="UNKNOWN" weightage="20" keywordseo="vicks-mom">Vicks Mom</keyword> Gauri Sawant and Ajay Vikram, CCO- Global Clients, Publicis Singapore for a #BTSwithInsider chat. </li><li>Vikram walked us through the ideation process, execution and Sawant, on the other hand, shared her experience of becoming a star overnight. </li></ul>Since it is June, the most colourful month of the year, for last week’s episode of BTSwithInsiders, we decided to look back at an advertisement that changed the definition of motherhood in India and made us relook at our ideologies -- Vick’s Touch of Care. Normalising trans motherhood in India, Vicks initiated a conversation everyone else was afraid to have. It highlighted how motherhood goes beyond biological ties with transgender activist Gauri Sawant, who also runs an NGO called Sakhi Char Chowghi. It showcased her real life story of bringing up a girl. Conceptualised by Publicis Singapore for Procter &amp; Gamble, the video shows how Gayatri, at the age of 6, loses her biological mother, a sex worker, to HIV AIDS. It ends with Gayatri vowing to become a lawyer so that she can fight for equal human rights and build an equal environment for her foster mother. Ajay Vikram, CCO- Global Clients, Publicis Singapore walked us through the ideation process, execution and Sawant, on the other hand Vicks Mom Gauri Sawant shared her experience of becoming a star overnight. Here is what they said: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1268418343238635521/lelrmGKf_normal.jpg" favoritecount="3" retweetcount="3" status="#BTSwithInsiders | Ajay Vikram (@aj3v), CCO- Global Clients, @PublicisWW &amp; @PublicisIndia along with Transgender Ac… https://t.co/tq9crO8365" createdat="1592562459000" id="1273925403824893952"></div>

How starring in an ad helped Vicks’ mom Gauri Sawant gain overnight stardom

<ul><li> For years, talking about the queer community was a taboo in the Indian advertising industry. Today, while there have been some path-breaking campaigns in acknowledging the community and giving them a voice, a lot more still needs to be done.</li><li>To mark <keyword id="168821" type="PERSON" weightage="20" keywordseo="Pride-Month">pride month</keyword>, we look back at some of the iconic advertisements that initiated an early conversation in our country, which were still a taboo back then and created a ripple effect by bringing to light some of the issues that LGBTQIA communities continue to face. </li></ul>The month of June is observed as Pride month all over the world, which is a movement that brings the entire LGBTQIA+ community together to spread the message of equality in all spheres of life, including the right to love. However, where are Indian brands? It has been 17 days since pride month began. Apart from the rainbow-coloured logos on social media, no brand has mustered the courage to normalise the whole spectrum and initiate a concrete conversation. Since many Indian brands have failed to give the community a voice through their campaigns, to make the queer community a part of their daily life conversation and step out of their comfort zones, we decided to look back at some of the iconic advertisements that were created by brands who dared to speak up and break some taboos. These ads created a much-needed ripple effect in our country and started a conversation around issues that the community goes through. They simply reminded the audience that they care about queer community’s existence by acknowledging and representing different kinds of humans -- conveying that India is stepping out of its closest. Here are a few of our favourites: Fastrack’s The Closet Way ahead of its time, Fastrack’s ad was quite special for India. It was the very first brand in India to show a lesbian couple. It encouraged the youth to come out of their closet of comfort and speak up, metaphorically. In this commercial, the doors of a cupboard open, and two young women walk out, adjusting their clothes and hair. “Come out of the closet”, urges the advertisement and ends with Fastrack’s now famous tagline, “Move On.” <div type="Youtube" id="fmk9D53G6F8" title="Fastrack - The Closet" thumbUrl="https://i.ytimg.com/vi/fmk9D53G6F8/mqdefault.jpg"></div> Anouk’s The Visit Myntra’s ad for its ethinic wear brand Anouk was probably one of the first ads in India that attempted to normalise different sexual preferences, without looking at them through a lens of judgement or for sake of tokenism. Created by Ogilvy India, this ad left you mesmerised by the beautiful portrayal of pure love that can happen between any two people. <div type="Youtube" id="Ef27m5ocK6Q" title="ANOUK, BOLD IS BEAUTIFUL - A Wonderful Video Titled &quot;THE VISIT&quot;" thumbUrl="https://i.ytimg.com/vi/Ef27m5ocK6Q/mqdefault.jpg"></div> Vicks’ Touch of Care Normalising trans motherhood in India, Vicks initiated a conversation everyone else was afraid to have. It highlighted how motherhood goes beyond biological ties with transgender activist Gauri Sawant, who also runs an NGO called Sakhi Char Chowghi. It showcased her real life story of bringing up a girl. Conceptualised by Publicis Singapore for Procter &amp; Gamble, the video shows how Gayatri, at the age of 6, loses her biological mother, a sex worker, to HIV AIDS. It ends with Gayatri vowing to become a lawyer so that she can fight for equal human rights and build an equal environment for her foster mother. <div type="Youtube" id="7zeeVEKaDLM" title="Vicks - Generations of Care #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/7zeeVEKaDLM/mqdefault.jpg"></div> Brooke Bond Label’s 6 Pack Band The 6 Pack Band was a story of six transgender singers from Hijra community, which is commonly ignored by most and misunderstood by all. However, this song concentrated on what they rejoice about being queer and trangenders instead. It was an initiative created and driven by Y-Films, the youth wing of Yash Raj Films, to help further the cause of gender equality in India. This campaign also brought home the coveted Grand Prix in the Glass Lion category at Cannes. <div type="Youtube" id="blvOBnSRfVc" title="Hum Hain Happy - 6 Pack Band" thumbUrl="https://i.ytimg.com/vi/blvOBnSRfVc/mqdefault.jpg"></div> The Times of India's Out and Proud On September 6, 2018 the Supreme Court of India decriminalised section 377 of the Indian Penal Code. With this judgment, the gay community got a legal nod to sexual rights. While the laws have changed for the better, we still witness negative attitudes towards the LGBTQIA+ people. The Times of India in collaboration with FCB India was one of the large-scale campaigns that was launched to celebrate this historic milestone. Its campaign aimed to empower the members of the queer community to live a dignified life with acceptance and pride. It lent a medium to a community whose voice was buried for generations. It brought to light the discrimiation they face every day and reminded them how they always ‘had a place in our hearts.’ <div type="Youtube" id="-p8DFP1Tn1s" title="Times Out &amp; Proud" thumbUrl="https://i.ytimg.com/vi/-p8DFP1Tn1s/mqdefault.jpg"></div> OkCupid’s #LoveAtFirstPride Another brand that celebrated striking down of article 377 in 2018, OkCupid, digital campaign #LoveAtFirstPride acknowledged love beyond binary identities. The idea behind the campaign was to cherish the freedom for all gender identities and this has been captured in the video with the LGBTQ community answering questions like ‘How much would you reveal about yourself on a first date? ,‘What are your views on moving on with your partner?’ and ‘What are your thoughts on PDA?’. The campaign was launched in the middle of the pride month and in less than a week, it received an overwhelming support of over a million individuals spread across platforms. The campaign is aimed at spreading the message of equal representation of different sexual orientations. <div type="Youtube" id="IwDW6x0bezs" title="OkCupid’s #LoveAtFirstPride is a Shout Out to Every First Stride Taken With Pride" thumbUrl="https://i.ytimg.com/vi/IwDW6x0bezs/mqdefault.jpg"></div> While all these ads revolutionised the industry in their own ways, legacy brands still shy away from including LGBTQIA+ community in their functional ads or an everyday sales ad. ‘Sexuality’ is still used as a plot twist in ads when we should be moving beyond tokenism and to normalise it further, we need to start including them next to a cis gender couple.

Pride Month: Campaigns that started conversations and sparked change in India

<ul><li>Over the years, many brands have changed their logos to VIBGYOR on social media to celebrate pride month.</li><li>However, only a few have launched the most vibrant, diverse and inclusive campaigns that represent LGBTQIA+ community in a positive light and embrace them in full colours.</li><li>Today, we look back at some of these iconic advertisements that initiated an early conversation in our country and tried to normalise all colours of love.</li></ul>It is pride month and it is delightful to see Indian brands changing their logos on social media in support of LGBTQIA+ communities. It shows that many brands have started talking about pride and awareness of LGBTQIA+ rights is growing. The list of pride campaigns also grows longer every year. However, to be able to normalise all colours of love in India, the conversation has to move beyond tokenism and monetisation opportunity. Brands still don’t include LGBTQIA+ couples in their everyday, functional ads. Almost every advertisement on Valentine’s Day feature a cis-hetreosexual couple in a very mushy set-up and just the pride month is reserved for acknowledging queer folks’ existence in India. We haven’t seen a single campaign in India that target asexual people. Since many Indian brands have failed to give the community a voice through their campaigns, to make the queer community a part of their daily life conversation and step out of their comfort zones, we decided to look back at some of the iconic advertisements that were created by brands who dared to speak up and break some taboos. <cmsannotation type="cmsannotation" annotationid="Amul’s take on coming out of the closet in 2009" text="Amul’s take on coming out of the closet in 2009">Amul’s take on coming out of the closet in 2009</cmsannotation> <cmsannotation type="cmsannotation" annotationid="Bhima Jewellers: A campaign where inclusion seamlessly became a part of the narrative" text="Bhima Jewellers: A campaign where inclusion seamlessly became a part of the narrative">Bhima Jewellers: A campaign where inclusion seamlessly became a part of the narrative</cmsannotation> <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Levi’s Proud to be more: A campaign that moved beyond labels and reminded us that life is much more than one’s sexuality" text="Levi’s Proud to be more: A campaign that moved beyond labels and reminded us that life is much more than one’s sexuality">Levi’s Proud to be more: A campaign that moved beyond labels and reminded us that life is much more than one’s sexuality</cmsannotation> <div type="Youtube" id="LrPJZJ53BV4" title="Levi’s® | Proud To Be More" thumbUrl="https://i.ytimg.com/vi/LrPJZJ53BV4/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Titan Raga’s Proud to be me: A campaign that spoke about nurturing your relationship with your own self and embracing who you really are" text="Titan Raga’s Proud to be me: A campaign that spoke about nurturing your relationship with your own self and embracing who you really are">Titan Raga’s Proud to be me: A campaign that spoke about nurturing your relationship with your own self and embracing who you really are</cmsannotation> <div type="Youtube" id="qgxr3BPMd2I" title="What You Feel Is Who You Are | Raga by Titan" thumbUrl="https://i.ytimg.com/vi/qgxr3BPMd2I/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="UNAIDS’ The Mirror: A campaign that aims to break down gender diversity taboos among children and raise awareness about their rights" text="UNAIDS’ The Mirror: A campaign that aims to break down gender diversity taboos among children and raise awareness about their rights">UNAIDS’ The Mirror: A campaign that aims to break down gender diversity taboos among children and raise awareness about their rights</cmsannotation> <div type="Youtube" id="oulxCQeZtDo" title="The Mirror" thumbUrl="https://i.ytimg.com/vi/oulxCQeZtDo/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Fastrack Closet: One of the very first brands in India to show a lesbian couple; it encouraged the youth to come out of their closet of comfort and speak up, metaphorically" text="Fastrack Closet: One of the very first brands in India to show a lesbian couple; it encouraged the youth to come out of their closet of comfort and speak up, metaphorically">Fastrack Closet: One of the very first brands in India to show a lesbian couple; it encouraged the youth to come out of their closet of comfort and speak up, metaphorically</cmsannotation> <div type="Youtube" id="fmk9D53G6F8" title="Fastrack - The Closet" thumbUrl="https://i.ytimg.com/vi/fmk9D53G6F8/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Humsafar Trust: Celebration of Freedom after the SC repealed article 377" text="Humsafar Trust: Celebration of Freedom after the SC repealed article 377">Humsafar Trust: Celebration of Freedom after the SC repealed article 377</cmsannotation> <div type="Youtube" id="qfPhlh2pTwg" title="#StandWithPride – celebrating our first real Independence Day with the LGBTQIA+ National Anthem" thumbUrl="https://i.ytimg.com/vi/qfPhlh2pTwg/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Tinder Pride From Home: India’s first pride anthem" text="Tinder Pride From Home: India’s first pride anthem">Tinder Pride From Home: India’s first pride anthem</cmsannotation> <div type="Youtube" id="h6ENMyXWrcE" title="Ritviz - Raahi [Official Music Video] #PrideFromHome | Tinder India" thumbUrl="https://i.ytimg.com/vi/h6ENMyXWrcE/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="OkCupid: A campaign that celebrates queer voices while calling out the similarities and struggles of finding love" text="OkCupid: A campaign that celebrates queer voices while calling out the similarities and struggles of finding love">OkCupid: A campaign that celebrates queer voices while calling out the similarities and struggles of finding love</cmsannotation> <div type="Youtube" id="bvO3skPuKwA" title="Are you an #AllyOfLove?" thumbUrl="https://i.ytimg.com/vi/bvO3skPuKwA/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Anouk’s The Visit: Probably one of the first ads in India that attempted to normalise different sexual preferences, without looking at them through a lens of judgement or for the sake of tokenism" text="Anouk’s The Visit: Probably one of the first ads in India that attempted to normalise different sexual preferences, without looking at them through a lens of judgement or for the sake of tokenism">Anouk’s The Visit: Probably one of the first ads in India that attempted to normalise different sexual preferences, without looking at them through a lens of judgement or for the sake of tokenism</cmsannotation> <div type="Youtube" id="Ef27m5ocK6Q" title="ANOUK, BOLD IS BEAUTIFUL - A Wonderful Video Titled &quot;THE VISIT&quot;" thumbUrl="https://i.ytimg.com/vi/Ef27m5ocK6Q/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Vicks’ Touch of Care: Normalised trans motherhood in India" text="Vicks’ Touch of Care: Normalised trans motherhood in India">Vicks’ Touch of Care: Normalised trans motherhood in India</cmsannotation> <div type="Youtube" id="7zeeVEKaDLM" title="Vicks - Generations of Care #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/7zeeVEKaDLM/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Brooke Bond Label’s 6 Pack Band: A series of songs that celebrated the marginalised Hijra community and concentrated on what they rejoice about being queer" text="Brooke Bond Label’s 6 Pack Band: A series of songs that celebrated the marginalised Hijra community and concentrated on what they rejoice about being queer">Brooke Bond Label’s 6 Pack Band: A series of songs that celebrated the marginalised Hijra community and concentrated on what they rejoice about being queer</cmsannotation> <div type="Youtube" id="blvOBnSRfVc" title="Hum Hain Happy - 6 Pack Band" thumbUrl="https://i.ytimg.com/vi/blvOBnSRfVc/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Times Out and Proud: A campaign that aimed to empower the queer community to live a dignified life with acceptance and pride" text="Times Out and Proud: A campaign that aimed to empower the queer community to live a dignified life with acceptance and pride">Times Out and Proud: A campaign that aimed to empower the queer community to live a dignified life with acceptance and pride</cmsannotation> <div type="Youtube" id="-p8DFP1Tn1s" title="Times Out &amp; Proud" thumbUrl="https://i.ytimg.com/vi/-p8DFP1Tn1s/mqdefault.jpg"></div>

Best LGBTQ+ campaigns India has seen over the years

<ul><li>As we get closer to the new year, we bring to you a time capsule of 2021.</li><li>We look at some of the memorable campaigns from the year and discuss the common themes.</li></ul>The initial stage of the global pandemic brought in a lot of challenges for advertising agencies and brands. Agencies were producing ads on chopped-off budgets from the safety of their homes and really scratching their brains for creative ideas inside four walls. As the lockdown was lifted and the country opened its doors to all kinds of businesses in phases, there was hope in the air. Brands slowly started picking on consumer sentiment and upped their marketing budgets. With the beginning of 2021, a new year, consumers found a new sense of optimism for a better tomorrow and brands ensured that they offered a helping hand to consumers by spreading warmth through their advertising campaigns and telling stories of togetherness and bonding with family, friends and neighbors. With the second wave in April 2021, the progress reversed and brands slowed their marketing activities again but continued proving their resilience through their social media handles. When COVID was at its peak in April and June, several health institutions ran out of beds and oxygen supplies. Our social media feeds filled up with appeals for help -- looking for plasma donors, oxygen concentrators or ICU beds. During this period, Indian corporations, multinational brands and young home-grown start-ups stepped forward to do their bit and helped the country survive this phase. Thankfully, as the number of cases went down in August and the number of vaccine doses kept rising, consumer sentiments picked up. With each festival, things got a little better. So, as the country decorated their home to celebrate the homecoming of Lord Ram on Diwali, marketers went all out. After a long-dry spell of a year and a half, brands ensured that they didn't miss out on this opportunity to reconnect with consumers. The country found its hope to keep going and many brands decided to celebrate heroes who went unnoticed during the most difficult phase of the pandemic. With their heartwarming campaigns, they urged consumers to support small businesses and those who have been badly impacted by COVID-19. The pandemic also sparked a flurry of nostalgic ads and consumers loved the trend. Brands started evoking nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. These ads were like comfort food during unprecedented times. Brands also used their marketing communications to shine the spotlight on gender inequality and encouraged women to stand up for their rights. Overall, in 2021, themes of nostalgia, togetherness, resilience, women empowerment and hope emerged and made consumers smile. In no particular order, here are a few ads that stood out this year: Cadbury’s Kuch Khaas Hai remake | Agency: Ogilvy <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div> Bhima Jewellery’s Pure as Love | Agency: Animal <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div> Vim’s Making Dishwashing Easy | Agency: Lowe Lintas <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div> Tanishq’s Marriage Conversations | Agency: Dentsu Webchutney <div type="Youtube" id="wnZduCnSMpk" title="Marriage Conversations | Tanishq" thumbUrl="https://i.ytimg.com/vi/wnZduCnSMpk/mqdefault.jpg"></div> Swiggy Instamart | Agency: Lowe Lintas <div type="Youtube" id="NL7mq7kFLt8" title="Swiggy Instamart - Groceries delivered in 15-30mins" thumbUrl="https://i.ytimg.com/vi/NL7mq7kFLt8/mqdefault.jpg"></div> Mondelez’s Not Just a Cadbury ad | Agency: Ogilvy India <div type="Youtube" id="R3FnhpelBR0" title="Cadbury Celebrations | Not Just A Cadbury Ad" thumbUrl="https://i.ytimg.com/vi/R3FnhpelBR0/mqdefault.jpg"></div> Dove’s Stop the Beauty Test | Agency: Ogilvy India <div type="Youtube" id="jEpTa2cMl_I" title="Take the pledge to #StopTheBeautyTest | Dove" thumbUrl="https://i.ytimg.com/vi/jEpTa2cMl_I/mqdefault.jpg"></div> Tata Cliq Luxury | Agency: Havas Creative Group India <div type="Youtube" id="ZqHZKtbcjEA" title="Thoughtful Gifting Begins Here | Slow Commerce | Where Quality is Nurtured | Tata CLiQ Luxury" thumbUrl="https://i.ytimg.com/vi/ZqHZKtbcjEA/mqdefault.jpg"></div> Fastrack’s You Do You | Agency: Lowe Lintas Bangalore <div type="Youtube" id="0VGpbNQufjc" title="Own Your Inches - #FastrackYouDoYou" thumbUrl="https://i.ytimg.com/vi/0VGpbNQufjc/mqdefault.jpg"></div> Bournvita’s Get The Message | Agency: Ogilvy India <div type="Youtube" id="EkCtQT2yfig" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/EkCtQT2yfig/mqdefault.jpg"></div> Nykaa’s Tum Hi Ho Nykaa | Agency: Sideways <div type="Youtube" id="9o57TH0ZjkU" title="Tum Hi Ho Nykaa | Brand Film" thumbUrl="https://i.ytimg.com/vi/9o57TH0ZjkU/mqdefault.jpg"></div> Mohey’s KanyaMaan <div type="Youtube" id="PmCSjllj7KU" title="Tradition wahi, soch nayi - #KanyaMaan" thumbUrl="https://i.ytimg.com/vi/PmCSjllj7KU/mqdefault.jpg"></div> Tinder’s Closure <div type="Youtube" id="6b-K9OzVo-c" title="Closure - A Film about Consent by Tinder | Ft. Kavya Trehan and Mrinal Dutt" thumbUrl="https://i.ytimg.com/vi/6b-K9OzVo-c/mqdefault.jpg"></div> Cult.fit’s Fitness Is Not An Option <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div> Vicks’ Touch of Care | Publicis Singapore <div type="Youtube" id="NHflsJrXKaI" title="Vicks - Care Lives On #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/NHflsJrXKaI/mqdefault.jpg"></div> CRED’s Great for the Good <div type="Youtube" id="j8KpV-4_mRg" title="Great for the good | ft. Rahul Dravid | CRED" thumbUrl="https://i.ytimg.com/vi/j8KpV-4_mRg/mqdefault.jpg"></div> The Body Shop’s #BloodyNatural <div type="Youtube" id="6XVihCBaX-g" title="Periods are #BloodyNatural | Let's end period shame | The Body Shop India" thumbUrl="https://i.ytimg.com/vi/6XVihCBaX-g/mqdefault.jpg"></div> Prega News She Is Complete In Herself <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div> Surf Excel’s Holi 2021 <div type="Youtube" id="MocKmftqNI8" title="Surf excel Holi 2021 | Jo dilon ko paas laayein, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/MocKmftqNI8/mqdefault.jpg"></div>

From CRED’s Indiranagar ka Gunda to Cadbury’s reimagined Kuch Khaas Hai, here are a few campaigns that stood out in 2021

<ul class="summary-list"><li>Saying doctors don't take their <keyword id="12492173" type="UNKNOWN" weightage="60" keywordseo="cystic-acne" source="Orion">cystic acne</keyword> seriously, women are touting unproven cures on <keyword id="11894125" type="UNKNOWN" weightage="60" keywordseo="tiktok" source="Orion">TikTok</keyword>.</li><li>Apple-cider vinegar, Vicks VapoRub, and "spot stickers" are among the treatments racking up views.</li></ul>Sandy Singh first started experiencing cystic <keyword id="11952991" type="UNKNOWN" weightage="60" keywordseo="acne" source="Orion">acne</keyword> at 14. Over the course of the next decade, she battled the painful red pustules, which covered her cheeks and chin. She recalls avoiding dates, university classes, and most social situations because she was so embarrassed."When I saw myself in the mirror, I cried," she said. "I wanted it all gone."But to her doctor, Singh said, she was just another of the hundreds of teenage girls passing through his doors. He refused to prescribe anything stronger than <a href="https://www.insider.com/twitter-reactions-kendall-jenner-proactiv-announcement-2019-1">the over-the-counter Proactiv skin system</a>, promising that her teenage pimples would "soon pass."When a classmate called Singh "pepperoni pizza face," it was the last straw. She took her treatment into her own hands, cutting dairy from her diet and experimenting with aloe vera for the pain and scarring. The method that she said finally cleared up her skin: drinking daily shots of apple-cider vinegar. Now 27, Singh has accumulated over 240,000 TikTok followers by sharing her <a href="https://www.tiktok.com/@sangangx/video/7036465708284415279?_d=secCgwIARCbDRjEFSACKAESPgo8dZ%2B83Zsnj3aAfgbM3wTuiU%2BenGryCVRw%2FbxEWjBU%2BXRstjn1wIFpX8LT1em8OIr%2BQVw5ywlvIURCShMhGgA%3D&amp;_r=1&amp;checksum=6569fb5a915567531855f17bae1be3374d23303b632f553f3121295c51f21d76&amp;language=en&amp;preview_pb=0&amp;sec_user_id=MS4wLjABAAAA-rt_qn5mXfrkyQZ6ssRRoR_MBejSHsBjWF-IB2Tx3CeeNkqtxbyRn8Qte0ON9Et-&amp;share_app_id=1233&amp;share_item_id=7036465708284415279&amp;share_link_id=EC776E33-C5FC-4B6A-AA5F-50BBF932D481&amp;source=h5_m&amp;timestamp=1643843137&amp;tt_from=copy&amp;u_code=dg00bgg48lcjcd&amp;user_id=6903127816868316161&amp;utm_campaign=client_share&amp;utm_medium=ios&amp;utm_source=copy">personal journey with cystic acne</a>. She regularly advocates for apple-cider vinegar and continues to use it as a toner.That's despite the fact that <a href="https://www.healthline.com/nutrition/apple-cider-vinegar-and-acne">there's no evidence apple-cider vinegar works to combat acne</a>, according to <a href="https://drophelia.com/">Dr. Ophelia K. Veraitch</a>, a London-based dermatologist. Veraitch describes the use of ACV as "social-media rubbish which could actually irritate the skin and aggravate the acne." Even when only ingested, the vinegar can cause nausea and loss of appetite.Singh said she knows her ACV regime isn't recommended by <keyword id="12361127" type="UNKNOWN" weightage="60" keywordseo="dermatologists" source="Orion">dermatologists</keyword>. But as long as it works for her, she doesn't care."Yeah, I had a loss of appetite," said Singh, who lost weight when she started drinking the vinegar. "But I was way happier that my face was clearing up."<div type="image" title="Sandy Singh, a woman with cystic acne, before treatment in 2016 and after treatment in 2017." height="1587" width="2117" msid="92230301" hostid="261"></div><h2>Living with cystic acne can be painful, mentally and physically </h2>Painful, usually large, and deep within the skin, cystic acne is the most severe type of acne, <a href="https://my.clevelandclinic.org/health/diseases/21737-cystic-acne#:~:text=Cystic%20acne%20is%20a%20type,most%20severe%20type%20of%20acne.">according to the Cleveland Clinic</a>. It can be incredibly difficult to treat. It's also more likely to affect women past their teen years, according to <a href="https://www.sciencedaily.com/releases/2007/10/071019155627.htm">a 2007 study led by the University of Alabama</a>. That's due to hormonal conditions exclusive to people with female reproductive organs, such as <a href="https://www.insider.com/pcos-symptoms">polycystic ovarian syndrome</a>, which <a href="https://www.cdc.gov/diabetes/basics/pcos.html#:~:text=PCOS%20is%20one%20of%20the,US%20women%20of%20reproductive%20age.">the Centers for Disease Control says</a> affects somewhere between 6 and 12% of American women.Typically, cystic acne is treated with oral antibiotics and by applying prescribed topical gels to the skin. But these treatments don't work for everybody, and the last line of defense — the prescription drug Accutane — can have <a href="https://www.insider.com/accutane-myths-facts-risks-does-it-work-2018-6">a slew of unpleasant side effects</a>, from hair loss to nosebleeds to <a href="https://www.aad.org/public/diseases/acne-and-rosacea/isotretinoin-treatment-for-severe-acne#faqs">serious birth defects</a> that require women who take the drug to avoid pregnancy. And for women who are uninsured or otherwise can't afford treatment, prescription medications are off the table. Failing to treat acne can have serious mental-health consequences. <a href="https://onlinelibrary.wiley.com/doi/full/10.1111/bjd.16099">A 2018 study</a> in the British Journal of Dermatology, based on a quarter-century of medical records from a UK primary-care system, found that patients diagnosed with acne were 63% more likely than those without it to develop depression in the year after their diagnosis.Acne struggles have spawned a slew of frustrated social-media communities, from the 420,000-member <a href="https://www.reddit.com/r/acne/">r/acne subreddit</a> to TikTok's #acnecures, which has more than 8 million views. There, you'll find women advocating for soaking the skin in everything from liquid chlorophyll to home cleaning products — none of which are approved by dermatologists, and some of which can seriously damage skin. Women who've tried these techniques say they're well aware they're not recommended by doctors. But after years of tender skin, ineffective medications, and worsening mental <keyword id="11894571" type="UNKNOWN" weightage="100" keywordseo="health" source="Orion">health</keyword>, they're fed up with the establishment.<h2>Acne sufferers are becoming home-remedy influencers — and dermatologists say they're making others' skin worse</h2>Throughout her teens, Trena Reeves suffered from cystic acne. But she couldn't afford basic healthcare, let alone a dermatologist, and the acne followed her into adulthood. "It's like I'm not put together enough to take care of myself," Reeves, a 21-year-old caregiver, said. "I put so much effort and time into my appearance, read books on skin care, watch the tutorials, do the diets, use the products."Reeves' embarrassment about her acne caused anxiety, which led to skin picking, which led to more acne. She said she felt hopeless and desperate. Then she saw a TikTok video in which a woman with severe cystic acne put hydrocolloid bandages on her face. The bandages are typically used to treat open wounds, which makes them useful for absorbing the fluid and pus from pimples. Some brands have adapted them into <a href="https://www.insider.com/guides/beauty/best-pimple-patches">smaller "spot stickers"</a> that can be placed over a single zit, keeping acne sufferers from touching their pimples with germ-covered hands. In <a href="https://www.tiktok.com/@teenyinpink/video/6960370455014296837?_d=secCgYIASAHKAESPgo8IlHymRnDNaLlHhmD6C90YgTlz3sLu7O4RLdXvJFI5VyVPHgszuW056ymCog%2FtTZuzMzshYRhzX%2F3ZhUvGgA%3D&amp;_r=1&amp;checksum=fdc4a3f21e7c8ebd1421a044e10fa349742c386c5f39f4b0f449fca958bfa81f&amp;language=en&amp;preview_pb=0&amp;sec_user_id=MS4wLjABAAAADhIC7yW99-3EghZ48GYsx1yBU3nANiooXJl8q83Lz79eopuc7QCTGCptLiqVLa1p&amp;share_app_id=1233&amp;share_item_id=6960370455014296837&amp;share_link_id=FD8EA2B3-2BB3-4FB0-A6AC-646D19410C6A&amp;social_sharing=v4&amp;source=h5_m&amp;timestamp=1646232254&amp;tt_from=copy&amp;u_code=cmm790824lc63c&amp;user_id=6551826118935057408&amp;utm_campaign=client_share&amp;utm_medium=ios&amp;utm_source=copy">a TikTok video</a>, Reeves showed herself trying out the bandages. "I can't afford a dermatologist, and I can't get my acne to go away," she wrote. "Guess I gotta take care of things myself."The video went viral, drawing hundreds of comments from fellow acne sufferers. Reeves has now become something of an influencer in the hydrocolloid-bandage space, reviewing products she receives from different brands for her followers.<div type="image" title="Trena Reeves, a woman with cystic acne, before treatment in 2021 and after treatment in 2022." height="1600" width="2133" msid="92230304" hostid="261"></div>Reeves said she's cautious to avoid trapped bacteria when using the stickers, making sure her hands, tools, and surfaces are clean. "They help me by preventing me from picking at my own face," she said. But even with good hygiene practices, spot stickers can cause scarring and damage, Veraitch said. "Acne is caused by occlusion, which causes inflammation of the pilosebaceous unit in the skin. By putting an adhesive over spots, it is further occluding them, leading to an increase in acne bacteria, cysts, and bad scarring. I can tell by looking when a patient has been using these spot pads — the scarring gets particularly bad."Dermatologists' disdain hasn't deterred the bandage trend from spreading. The #hydrocolloid hashtag has more than 200 million TikTok views. "Riverdale" actress Lili Reinhart, who's been <a href="https://www.insider.com/riverdale-star-lili-reinhart-cystic-acne-photo-instagram-2018-4">open about her struggles with cystic acne</a>, has shared photos of herself <a href="https://www.allure.com/story/lili-reinhart-cystic-acne-squish-beauty-flower-power-acne-patches">wearing the bandages</a> with her 29 million Instagram followers. "There are many 'skin influencers' who are not qualified to be giving the advice that they give," Veraitch said. "This is now one of the biggest challenges for dermatologists."<h2>Desperate acne sufferers have tried lemon juice, toothpaste, and VapoRub</h2>Ella Rechner, 22, struggled with her skin — and the indifference of her dermatologists — for years. She's tried spironolactone, clindamycin, birth control pills, and all of the popular over-the-counter skin-care lines for acne, including Proactiv, Curology, and Rodan &amp; Fields. Rechner, a content-marketing specialist in Michigan, said dermatologists shrugged off her concerns. "'It's not that bad, and it could be much worse,'" she said one told her. When her acne was at its worst, Rechner spent up to two hours a day Googling potential cures. She said COVID-19 mask requirements came as a relief, because she could hide as much of her face as possible.Desperate for a solution, Rechner started using treatments she found online, including Vicks VapoRub and toothpaste at bedtime as a spot treatment, and lemon juice and sugar as an exfoliant. They burned and irritated her skin and didn't improve her acne. <div type="image" title="A close-up photo of acne on a person's cheek." height="2680" width="3573" msid="92230306" hostid="261"></div>"Using a cleanser that's meant for teeth can disrupt the pH balance of your skin and irritate it greatly," <a href="https://www.schweigerderm.com/providers/rachel-nazarian-m-d/">Dr. Rachel Nazarian</a>, a dermatologist at Schweiger Dermatology Group in New York City, <a href="https://www.byrdie.com/toothpaste-for-acne-4800369">told Byrdie</a>. And VapoRub has a base of petroleum jelly, which can clog pores. <h2>Cystic acne is especially hard on women of color, who struggle to access culturally specific treatment</h2>Nani Acevedo struggled with cystic acne during her teens. But being raised by a struggling single mom in a small Mexican town with no dermatologists, her only option was the Asepxia acne soap bars recommended by her local pharmacist. "I never went out seeking medical help," she said. "I just didn't think at the time that my mother wanted to spend the little money we had on acne medication."After trying several home remedies, Acevedo settled on her holy grail: Zote soap and brown sugar as an exfoliant. Veraitch said the latter isn't something she'd recommend: "We don't recommend using any physical exfoliants on acne, because it can cause trauma to the skin and create scarring and pigmentation." (As an alternative, she suggested a chemical exfoliant like salicylic acid.)<div type="image" title="A Black woman with acne on her chin." height="1414" width="1885" msid="92230307" hostid="261"></div>According to <a href="https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1468-3083.2010.03919.x">a 2010 study</a> led by the European Academy of Dermatology and Venereology, Black and Latina women are more likely to have clinical acne than white and Asian women, and significantly more likely to have hyperpigmentation and scarring. Dermatologists often don't account for these cultural differences in treatment, some women of color say. Singh, who is West Indian, said her dermatologist failed to understand her unique skin tone."We get so many inquiries from places halfway across the world from people saying that they don't have any professionals close to them that they trust and have found their way around Black skin, or darker skin tones," <a href="https://www.instagram.com/dija_ayodele/">Dija Ayodele</a>, a London-based aesthetician and skin-care expert, <a href="https://www.popsugar.com/beauty/dija-ayodele-black-skin-book-interview-48647613">told PopSugar</a> last year. In 2018, Ayodele founded the <a href="https://www.blackskindirectory.com/welcome-to-bsd">Black Skin Directory</a>, which <a href="https://www.blackskindirectory.com/our-vision">aims to connect Black people</a> with medical professionals who understand their unique skin. She recently spun off the site into a book, "Black Skin," which explores treatment options for a number of skin conditions, including cystic acne. <h2>Experts hope women will see past the trends — but they understand why they might not</h2>Seemingly every week, a new acne trend hits TikTok. These days, the app is full of videos praising the wonders of <a href="https://www.tiktok.com/@purekureskincare/video/7050078778566921519?_d=secCgwIARCbDRjEFSACKAESPgo8Vt5X00iC2o8JVopcClkY2nyF85pdaCrUK58LMcRD5aLa7xe1l79vAvTKYl8nLfCUVG153GZEdnR9f%2BzDGgA%3D&amp;_r=1&amp;checksum=219a6dcf7c6a4c2e8c68d3f1cdb550522ba93398fc7f7c1ded917a9b10a65c41&amp;clips_cover_ab=v4&amp;enable_clips=1&amp;language=en&amp;preview_pb=0&amp;sec_user_id=MS4wLjABAAAA-rt_qn5mXfrkyQZ6ssRRoR_MBejSHsBjWF-IB2Tx3CeeNkqtxbyRn8Qte0ON9Et-&amp;share_app_id=1233&amp;share_item_id=7050078778566921519&amp;share_link_id=8657063F-9980-4CCD-A4F5-41A0C30BA7F7&amp;source=h5_m&amp;timestamp=1643041783&amp;tt_from=sms&amp;u_code=dg00bgg48lcjcd&amp;user_id=6903127816868316161&amp;utm_campaign=client_share&amp;utm_medium=ios&amp;utm_source=sms">spearmint tea</a>, hemorrhoid wipes, and <a href="https://www.tiktok.com/@elynnlatelyyy/video/7052133771436363054?_d=secCgwIARCbDRjEFSACKAESPgo89sntZcx3dRVCASf5xUaAOPUEJqWoWtfDBZvNGw4PEyfcSSUTD3TeuyuLmBHE2Hgs8Rhty41Y46%2FzHig4GgA%3D&amp;_r=1&amp;checksum=2fd698380df2f72b5337b7aa859f29c9220e04f297828facfa2a9f437a0fc951&amp;clips_cover_ab=v4&amp;enable_clips=1&amp;language=en&amp;preview_pb=0&amp;sec_user_id=MS4wLjABAAAA-rt_qn5mXfrkyQZ6ssRRoR_MBejSHsBjWF-IB2Tx3CeeNkqtxbyRn8Qte0ON9Et-&amp;share_app_id=1233&amp;share_item_id=7052133771436363054&amp;share_link_id=364387CE-2334-4F0C-B6F3-1F9F5F916A02&amp;source=h5_m&amp;timestamp=1643041680&amp;tt_from=sms&amp;u_code=dg00bgg48lcjcd&amp;user_id=6903127816868316161&amp;utm_campaign=client_share&amp;utm_medium=ios&amp;utm_source=sms">snail mucin</a>.Veraitch said she understands the appeal of a home remedy, especially for those who can't access a dermatologist for affordability reasons. And she's sensitive to the fact that not all doctors recognize acne's mental-health impacts. "For a lot of people, I think that they feel misunderstood, because of the extent of the impact that this condition can actually have on their lives, both physically and mentally," she said. If you're feeling dismissed by your dermatologist, Veraitch said, don't be afraid to push back. Make it clear that your acne has mental-health consequences. A good dermatologist "will want to know," she said, "and this information might affect the treatment plan they suggest."If that fails, seek a second opinion from a dermatologist with proven qualifications. In the UK, Veraitch recommends the General Medical Council's <a href="https://www.gmc-uk.org/registration-and-licensing/the-medical-register">specialist register</a>; in the US, the American Academy of Dermatology's <a href="https://www.aad.org/public/fad">website</a> lists board-certified doctors. The AAD also <a href="https://www.aad.org/public/public-health/skin-cancer-screenings/medical-care-without-health-insurance">offers a page</a> with suggestions on how to get treated if you don't have insurance.

Women with cystic acne say doctors aren't taking their pain seriously, so they're turning to unproven cures on TikTok — and dermatologists are alarmed

<ul><li>This Pride, we want advertising and media industry’s queer folks to take up space.</li><li>With our individual interviews, we will be focusing on harnessing the full power of our platform to highlight emerging queer leaders of the advertising industry.</li><li>Today, we speak to <keyword id="11537704" type="PERSON" weightage="20" keywordseo="mansi-shanbag">Mansi Shanbag</keyword>, Lead Copywriter, <keyword id="735366" type="ORGANIZATION" weightage="20" keywordseo="WATConsult">WATConsult</keyword> about changing representation in ads, moving beyond tokenism in India, choosing the right approach while working on diverse campaigns, how can organisation build an inclusive culture on the inside and much more.</li></ul><keyword id="168821" type="PERSON" weightage="20" keywordseo="Pride-Month">Pride month</keyword> is coming to an end and <keyword id="6359405" type="UNKNOWN" weightage="20" keywordseo="brand">brand</keyword>s this year have been rather quiet. The conversation was limited to social media, we are yet to talk about equal LGBTQIA+ rights on traditional platforms such as television or out-of-home. Even on social media, it is more about jumping on a trend, changing logos or the most ‘woke’ act you can expect from a brand today is to launch a limited edition merchandise for queer folks. Only a few brands try to move beyond this tokenism. For an industry that is obsessed with breaking the clutter, Mansi Shanbag, Lead Copywriter, WATConsult pointed out how brands love spamming when it comes to pride month and queer rights. She said that brands add to the clutter by simply rainbow-washing and not actually contributing to change. She had a simple advice to offer to those brands who rainbow wash, talk to queer folks around you and rework on your campaign if it doesn’t bring about change. We caught up with Shanbag to further discuss changing representation in ads, moving beyond tokenism in India, choosing the right approach while working on diverse campaigns, how can organisations build an inclusive culture on the inside and much more. <cmsannotation type="cmsannotation" annotationid="Q. How would you say the Pride movement has evolved in India in recent years? (from a marketing and a macro perspective)" text="Q. How would you say the Pride movement has evolved in India in recent years? (from a marketing and a macro perspective)">Q. How would you say the Pride movement has evolved in India in recent years? (from a marketing and a macro perspective)</cmsannotation> What do we want to read here? That the situation is better, and people are more accepting towards different identities and existences. Well, that may be true for some. But ‘some’ is not encouraging enough. The movement in itself has picked up a huge following as more and more queer individuals are finding the strength and comfort to stand up and stand out. More allies are presenting themselves on the daily. The movement is growing, sure. But, for every two positive, affirmative experiences I’ve had as a queer person in the industry personally, I’ve had one ‘arey ye sab bakwaas mujhe mat dikhaao.’ Always two steps forward, one step back. But I guess that is still one step forward, right? <cmsannotation type="cmsannotation" annotationid="Q. How do you feel about pride-themed merchandise?" text="Q. How do you feel about pride-themed merchandise?">Q. How do you feel about pride-themed merchandise?</cmsannotation> I have a love-hate relationship with pride-themed merchandise. While I am a sucker for all things pride, every time I am offered an opportunity to purchase pride themed merchandise, in good conscience, I am unable to add to cart until I have had the chance to research what that brand has actually done for the community. It is so very easy to stick a rainbow on your product, your logo, your name for a month and do absolutely nothing to actually contribute to the movement. I mean, more than anything, it's important for brands to fix the way they look at Pride month. In that way, I don’t have to do 30-minutes' worth of research for a simple purchase! By tagging a rainbow across your page and no actual actions to follow that up with, simply proves that the brand is publicly admitting that they don’t mean the support they claim to extend at all! <cmsannotation type="cmsannotation" annotationid="Q. One Indian ad that you really liked because it ticked all the right boxes for you? One ad that got it wrong or made you cringe?" text="Q. One Indian ad that you really liked because it ticked all the right boxes for you? One ad that got it wrong or made you cringe?">Q. One Indian ad that you really liked because it ticked all the right boxes for you? One ad that got it wrong or made you cringe?</cmsannotation> I don’t know about ticking all the boxes, but Vicks’ Touch of Care had me bawling at my work desk. I’m not a person in touch with my emotions, but the delicate treatment of it touched my heart. Netflix’s Valentine’s Day short film was also on top of my ‘so adorable, let me watch it again’ list for so long. I don’t know how to answer this question without offending many people, but I have not come across many ads or campaigns that check all the boxes, that are wonderful in their portrayal of the community, and that have a positive impact or bring about a tangible change all at the same time. Of course, I have a lot more to say about ads that got it wrong or made me cringe! If you make a queer ad and you start it with sexy, seductive music, I am already mad at you. The reduction of the community’s description to ‘sex-crazed’ is rampant in most representations of the queer community. I genuinely don’t know where that stems from. I have friends, both queer and otherwise, and believe me, eroticism is the last possible differentiating factor! There’s so much that can go right and so much that can go wrong, it’s just good sense to look at any pride campaign idea with a fine-toothed comb, weed out the problem areas, and focus on positive consequences. And if by chance, you see it not doing any good, let’s bench it, work on it further. <cmsannotation type="cmsannotation" annotationid="Q. How can brands avoid falling into the rainbow-washing trap? What brands and advertising agencies should and shouldn't do this pride?" text="Q. How can brands avoid falling into the rainbow-washing trap? What brands and advertising agencies should and shouldn't do this pride?">Q. How can brands avoid falling into the rainbow-washing trap? What brands and advertising agencies should and shouldn't do this pride?</cmsannotation> Rainbow-washing!! This word sits at the very top of my tongue like sand every year for a whole month. See, you know that line? A person is smart, but people are foolish? That doesn’t work at all in this context. Consumers are smart these days. They almost ALWAYS know when a brand is resorting to rainbow-washing and when they actually want to and are bringing about a change. So, ONLY indulge in mere rainbow-washing as a brand if you are willing to put a target over your head, because we almost always know. Might sound menacing, but truly, I mean it! To avoid getting caught in this trap, the first thing you can do as a brand is reach out to the queer population within your own company or otherwise. Talk to them, ask for their opinions, their insights will bring you so much insight and so much soul to your campaign. I don’t think I’ve ever come across a member of the LGBT+ community that wasn’t willing to take the time out to educate people about the movement or give them two cents. Right now, we are all caught in the vortex that is ‘breaking the online clutter.’ But I don’t think we realize how much we add to the clutter by simply rainbow-washing and not actually contributing to change. BRANDS ALWAYS WANT TO BREAK CLUTTER. BUT WHEN IT COMES TO PRIDE MONTH, THEY ARE ALL ABOUT SPAMMING. <cmsannotation type="cmsannotation" annotationid="Q. Which has more merit: a campaign targeting discrimination and stigmas, or a campaign celebrating the community or a campaign that includes couples of all kinds?" text="Q. Which has more merit: a campaign targeting discrimination and stigmas, or a campaign celebrating the community or a campaign that includes couples of all kinds?">Q. Which has more merit: a campaign targeting discrimination and stigmas, or a campaign celebrating the community or a campaign that includes couples of all kinds?</cmsannotation> For a second, I was actually thinking about what I would pick. To begin with, why should I have to choose between tackling stigmas and discrimination, celebration of the community or visibility of couples of all kinds? It’s not like the issues that members of the community face are bifurcated as such. Sabh ek saath hi aata hai sir pe baithne! Of course, it’s not like we’re spoilt for choice with healthy representation, toh filhaal kuch bhi chalega! But, if a person is expected to deal with all these issues and more at the same time, we should be able to do a campaign that covers all bases too! <cmsannotation type="cmsannotation" annotationid="Q. Many organizations' hire one queer person and make them the face of 'inclusivity at their organization.' If you were a Chief Equity Officer, how would you go about it? How would you help your organization move away from tokenism and bring real change?" text="Q. Many organizations' hire one queer person and make them the face of 'inclusivity at their organization.' If you were a Chief Equity Officer, how would you go about it? How would you help your organization move away from tokenism and bring real change?">Q. Many organizations' hire one queer person and make them the face of 'inclusivity at their organization.' If you were a Chief Equity Officer, how would you go about it? How would you help your organization move away from tokenism and bring real change?</cmsannotation> In all seriousness, while most offices have an open culture, there isn’t a lot actively done to make sure members of the queer community feel safe enough to open up and be themselves. It’s a give-and-take business, right? We will give you safety, so you give us your trust. If there’s no safety, there’s no trust. Very recently, our Group Head – HR reached out to me while formulating some online forms to understand what options she should include in the gender/pronouns bit. I was so very touched by this! Change is slow, but change is here. Apart from these options, there also needs to be a community of sorts within the office. I have made life-long friends working alongside queer individuals, people I have befriended because they would understand me better. A support system like that goes a long way. Support that is moral, actual, mental, financial, that is the kind of change I am hoping to see and bring about myself in the industry. Ummeed pe duniya kaayam hai!

Consumers almost always know when a brand is resorting to rainbow-washing and when they actually want to and are bringing about a change: Mansi Shanbag, WATConsult

<ul><li>In the last feature of our <keyword id="168821" type="PERSON" weightage="20" keywordseo="Pride-Month">Pride Month</keyword> series, we look back at the past of advertising, speak to the LGBTQIA+ community from the industry on which ads they resonated with, its evolution thus far and how can the industry further drive change in society at large. </li><li>They said a lot needs to be done and change can only come when the insiders of the ad industry step into the shoes of these people, empathise and help normalise. </li></ul>While every day should be Pride Day, June brings along an opportunity for us to sit and reflect on how far we have come, try to recognise and unlearn the biases, acknowledge the struggles that LGBTQIA+ people went through and to start normalising the conversation. After the Supreme Court scrapped Section 377 in India in 2018, a lot of brands came forward to celebrate the landmark judgement. However, the momentum went down in 2019 and this year, when brands have more time than ever to really reflect on their values and speak about issues that matter, this June, the discussion around equality went further below. Apart from the <keyword id="9479124" type="UNKNOWN" weightage="20" keywordseo="rainbow-washing">rainbow washing</keyword> on social media and a few campaigns by OkCupid, Tinder and Instagram, this pride month was rather disappointing. While globally, the LGBTQIA+ representation-momentum is only growing, India is still way behind. This silence is speaking a thousand words, indicating that traditional Indian brands are still closeted. So we decided to reach out to the LGBTQIA+ community from the ad industry and look back at the campaigns that started a conversation that everyone else was afraid to have, trace the industry’s progress, discuss how they wish to be represented in the future and how advertising can drive change. Ads that sparked change OTT platforms have allowed directors and writers to create content with no filters and break out of the conventions of love stories and gender roles. There is more representation now than ever before. However, it is only during the pride month that there is a sudden bombardment of rainbows and brands remember that LGBTQIA+ are also their consumers with purchasing power. Shekhar Mhaskar, Chief Growth Officer, Isobar India says Indian advertising industry still has a long way to go. When asked what are some of the Indian ads that he liked or resonated with, Mhaskar said, ‘None. At least not from India in 2020.’ He explained, “Indian advertising is yet to come a long way. Got to be bolder than ever. While advertisers in India want to be in the race to show that they accept the LGBTQIA+ community in a lot of ways, the advertisements or the creative are still 'indicative' by using mnemonics of such relationships, viz. using rainbow colours; using the gender symbols, so on and so forth. It needs to be bolder, in your face (without bordering any sexual innuendos, though). To give an example, look for the ad ‘Imagine a World’ by SodaStream, or a few others that are part of the 2020 Super Bowl series where real-life gay talent has been cast - Jonathan Van Ness, the nonbinary star of Netflix’s Queer Eye, speaks about the virtues of Pop-Tarts and Drag Race stars Kim Chi and Miz Cracker filmed a commercial for hummus. As also the Amazon Alexa ad where Ellen and her partner Portia are at centre stage.” Amit Kekre, National Strategy Head, DDB Mudra Group shared a few ads that he liked from the many that have been launched over the years. “Vicks' Touch of Care campaign busted the stereotype of gender. It changed the definition of motherhood by saying that motherhood is an emotion independent of gender. In my mind, it was one of the sincere efforts and insight into the transgender community and questioned the very restrictive, hetereonormative framework of gender that we as a society are used to looking at. It was profound story-telling on the part of LGBTQIA+ community. DDB Mudra also worked on a campaign for Levi’s that tried to convey that they are more than just their sexuality, which I loved. Often enough the conversation around queer community centers around sex or sexuality but we are more than that so Levi’s tried to convey that our lives are more than just our sexuality,” said Kekre. How can ad industry become the torch-bearer of change? As an industry, advertising is known to lead to change. It can use its influential power in mending belief systems and uprooting regressive thoughts. It can bring about normalisation and make people embrace the entire spectrum. However, are we really using it tactfully? Kekre says change takes time. He said, “Change is a gradual process, especially in a society like ours where deep-rooted stigmas are the background that we operate in, change is even slower to come by. And not just advertising, brands and businesses at large lead change. Change comes in two parts: culture outside and internally, brands need to embrace change within their own ecosystem. So while advertising is consumer-facing does the part of story-telling and changing attitude at a large cultural level, within the organisation -- I feel there is a lot that needs to be done. From a passive acceptance, we need to move to active invitation that makes an announcement to the community that we are open for you to come in. It means not just policy and structural changes, it means tying up with organisations that help you identify talent from this community.” DDB Mudra has introduced an internship program specifically designed for the transgender community that helps them ease into the organsation because they are the most marganlised community and need more attention in terms of sheer livelihood. Jay, Creative Producer, Kinnect also suggested looking on the inside, recognising biases and talking about the stories out of the box that we have been stuck in. She said, “Advertising is a powerful industry that can drive change by reaching out to the masses at once. We have the potential but we have some way to go. As people who are in positions of making decisions about what consumers see, I do think we need to relook at our personal biases and understand that our society is very tightly pound by these gender roles, expectations of what a man and a woman are supposed to be, what relationships should look like -- once we open up our minds to a perspective free of these rules, we will be able to see that there are so many beautiful stories that deserve to be told. I wish these queer identities are represented outside of the pride month also. Everyone is a consumer and they should be spoken to all the time. Once brands approach inclusiveness as a given, rather than a singular campaign brief, I think that will be real change.” Mhaskar suggested stepping into the shoes of the queer community and understanding their woes and challenges. There is a need for empathy, not sympathy. He said, “There’s a lot to be done, a massive lot. India as a country is conservative and hypocritical. Agencies and corporations should openly and honestly promote inclusion of the LGBTQIA+ folks in the workforce and give them the same rights and privileges as everyone else. The policies are not meant to be in the books for keepsake. Those need to be brought out and applied without someone having to ask for it. Hope you get the drift.” Brands have a responsibility to the community and they should aim to not only promote themselves, but address larger social issues throughout the year.

Pride Month: How ad industry can drive change in the society

<ul class="summary-list"><li>Dr Joye Carter was the first black female chief medical examiner in the United States, and has more than 30 years experience in the field of Forensic <keyword id="6383782" type="UNKNOWN" weightage="60" keywordseo="pathology">Pathology</keyword>. </li><li>She rates the realism of post mortem scenes in movies, such as "Se7en" (1995), "The <keyword id="6391193" type="UNKNOWN" weightage="60" keywordseo="autopsy">Autopsy</keyword> of Jane Doe" (2016), "<keyword id="484670" type="ENTERTAINMENT" weightage="60" keywordseo="Contagion">Contagion</keyword>" (2013) and "The Silence of the Lambs" (1991).</li><li>She also rates autopsy scenes from "House" (2009), "NCIS" (2017) and "CSI: New York" (2009).</li></ul>Below is a transcript of the <keyword id="21654" type="COMPANY" weightage="60" keywordseo="video">video</keyword>.- Nyssa: It has bifurcated masseter muscles. Overdeveloped, allowing for a much stronger bite.Hello, my name is Dr. Joye Carter. I've been a practicing forensic pathologist for more than 37 years. I am what they call "the doctor of the dead." Since I am examining deceased people and I can't get their history, I have to do a complete evaluation of their body, which is called the autopsy. And today, I'm going to be looking at the realism of autopsy scenes in movies and TV shows."House" (2009)[bone saw buzzing] House: If we cut to the money shot, it's his heart. So let's look at his heart.Foreman: Opening postmortem incision, beginning at the midline of the sternum. [bone saw buzzing]Carter: First of all, is either one of them a pathologist? Second of all, the person's supposed to be confirmed dead by electrocardiogram. Third, no one's wearing a mask. Fourth, you do not open the body with a saw like that. You make an incision with a scalpel. Unbelievable. Generally, you have a mask over your nose and mouth, you have eye protection on. Nowadays, I wear a transparent shield over my glasses or goggles so that I am protected from splashes of blood and tissue getting onto my skin. You usually have an apron on, and you don't want blood or tissue soaking through that very thin apron that he's wearing.Foreman: That's odd. Almost looks like he's bleeding.[screams] [metal clanking]Carter: I've never heard of anyone waking up during an autopsy. There have been a few close calls. I've actually had a case of someone got to the office and they did have a minor, fake pulse. They were immediately sent to the hospital. They were not in the autopsy suite. But this is why you're supposed to make sure, electronically, by the EKG, that there's no electrical activity of the heart. Well, again, there's usually medical records, whether it is from someone pronouncing the person dead at the scene, which could be a home or in a hospital setting. I usually look for that pronouncement time, and someone who's qualified to pronounce them dead is not just feeling for a pulse, as they do on some shows. That doesn't always get it.But, generally, those who need to be in the autopsy suite would only be allowed in the autopsy suite. Because you're taking a risk on exposure to disease, blood-borne pathogens, and also, everybody's not suited to view an autopsy.I have to give this a four. [laughs]Rating: 4/10"Se7en" (1995)Santiago: He's been dead a long time, and I can tell you it was not from poison. He was hemorrhaging internally, and there was a hematoma in the rectus and the transverse abdominis muscles.Mills: So he did die by eating.Santiago: Yes and no.Carter: Well, at least they are showing a proper Y-shaped incision on the decedent. There's a Y shape there, coarsely sutured. He's trying to describe the fact that the stomach is distended with food and that it has burst from gluttony, but he's pointing to something that doesn't even look like stomach. And he's using language that doesn't make any sense. One thing the forensic pathologist is supposed to be doing is being a bridge between the medical community and the police, so make them understand what you're talking about.Well, the condition is called morbid obesity, and that is where you have a lot of fat not only under the skin but surrounding your tissue, and it actually can make it more difficult to even receive medical care. This is not unusual, I must say. But the doctor said it took four orderlies to move the body. If they're well-trained autopsy assistant, probably two could do that. Well, I have worked on a decedent that weighed over 710 pounds. The first problem was getting the decedent removed from the place of <keyword id="6355784" type="UNKNOWN" weightage="60" keywordseo="death">death</keyword>. I was working and there was the - the weight of the decedent was over 300 pounds, and I had myself and two assistants, and we were actually trying to turn the body and photograph the back because there was an injury on the back of the body, and the body began to shift the weight and was coming off of the autopsy table, so we all reached out to keep the body from falling off the table. I received an injury. I kind of pulled my back out, but sometimes I have used a step stool or a step ladder if I have a really, really long, large body and I need to get into body cavities.I'm gonna go back to the number four here.Rating: 4/10"The Silence of the Lambs" (1991) Starling: Two of her fingernails are broken off, and there's dirt or grit under them. It looks like she tried to claw her way through something.Carter: I worked with the military. I was a military medical examiner, and the FBI agents do not, do not examine the bodies. This is not appropriate. It's not realistic at all. Generally, the forensic pathologist works closely with the local law enforcement, and they have detectives who are specialized in investigating homicides or death scenes. Pretty much at the scene, the body belongs to the medical examiner and the scene belongs to law enforcement, but they're not really supposed to be touching the body. They are trying to depict a decomposed body, which has a very strong odor. Some people try to apply things like Vicks VapoRub or something strong-smelling within their safety mask. Just having it on the top of your lip does nothing.Starling: She's got something in her throat.Carter: They took a photograph, and then from the photograph, the main character says she can see something down in the throat, and you can't. That's looking into the mouth, and then they pull out this thing from deep in the throat, and there's no way you can see that from that picture. Decomposition begins in the mouth area. There's generally bloating, green-black discoloration, and gaseous distension or swelling. The tongue usually is protruding from the mouth, and it's dark, and the skin changes color, so this is not a realistic portrayal of a decomposed body. That's just, like, a tongue with some coloring on it. It's not the way it would look. And it gives a misperception of how the postmortem should be conducted.I'm gonna give this a three.Rating: 3/10"Snowpiercer" (2020)Bess: Stumps look sawn off. Looks like this way. Down.Pelton: Hacksaw, maybe.Carter: Yeah, the body looks so fake. I have received bodies for examination where limbs have been removed, and they're never that smooth and clean, and the muscle's usually a lot darker and redder. These do actually look like, I hate to say it, but they look like ham. [laughing] It's like a center-cut ham with a bone.Bess: Multiple ligature marks.Andre: Yeah. Choked in and out.Carter: They are talking about ligature marks, and just, you see some faint, it looks like makeup on the body or mannequin, whatever they're using. It absolutely does not look real. You would expect more of a human skin tone. One ligature, you can see, there's a little area of roughened skin. The other just look like marks. If you chopped the legs off with a machete, you would expect some irregularity in the skin and some blood oozing out, maybe some fragments of bone. If you use a different type of saw, you might have a different cut, but you would absolutely have what we call striations in the bone, and that would give you some information as to what tool was used, so I have to give this one a one. It's just... it's not realistic.Rating: 1/10"CSI: NY" Season 3 episode 4 (2009)Sid: There's a ligature mark that stretches across the victim's neck.Lindsay: The width looks consistent with the twine we found.Carter: There are occasions where you have to examine whatever is found. I've come across similar scenarios, where I'm presented with a part of the body that has to be examined. What's really important is working closely with the police officers to try to determine the identity of the person. So, if you don't have the body and you can't get fingerprints, and you can, in this case, there's a head, so you would actually do a dental examination first. Or if there is, perhaps the body is somewhere else, if the torso was found somewhere else, you wanna see if those match up, then you wanna try to do DNA. You can still get DNA evidence from the body, from the mouth, from the tongue, from the skin.[suspenseful music]This is a very dramatic depiction of getting what we call vitreous fluid, which is fluid obtained from the eyeball or the ocular globe. That actually is what we do, and pretty much only we do that. But it's very dramatic to show the needle enlarged like that. It looks like they just got the fluid out of the eye and they automatically have an answer, like, within seconds, they know exactly what's in that fluid, so, unrealistic.I have dealt with body parts, having been a military medical examiner and investigating plane crashes. Sometimes you have body fragmentation or explosions or war crimes. For me, the challenging part is I wanna make sure that the families get their loved one back. This show gives a lot more power and authority to crime-scene investigators than they actually have.Well, I would give this an eight out of 10.Rating: 8/10"The Autopsy of Jane Doe" (2016)Tommy: No sign of inflammation, no fluid, and no foreign substances. And the ear canals are... clear.Carter: He's making statements of things he really can't see. He's going over and peeking at the ear and saying nothing's there. His vision is not going into the ear itself.[suspenseful music]I'm not saying that cannot happen, but generally, the flies coming out of the body, there's usually maggot activity. Generally, the flies lay eggs on the outside of the body, and then the eggs hatch into maggots, and the maggots actually do the additional work going inside of the body.[bell ringing]The bell on the toe. That actually was true. Back in the 19th century and the 18th century, when we didn't have an electronic means of determining death had occurred, they actually would have things like bells. They would even have clear glass in the casket. Some caskets even had daggers that were applied, and if they did, if they weren't dead, then if they moved around, they'd actually be stabbed to death. Yeah, back in the day before we had the electronic means, you could have a brainstem injury and you could have very shallow breathing, that could be mistaken for you being dead. We don't put bells on toes. We use things like toe tags, and they have their written identification information, so I'd give it a four.Rating: 4/10"Independence Day" (1996)Okun: Right along the ridge. Microprobe thingamajig goes right here.[screaming][laughs]Carter: There is very little of merit, but what's interesting is they're doing an autopsy and all this fluid's hanging down, and I don't know why you would have bags of fluid hanging down to do an autopsy. You're not resuscitating anybody. So, that's a surgical setup there.Okun: All right, now spread it very, very gently. Let me get in. Uh-huh. Disgusting.Carter: I don't know what style of blade this person is using. Well, that blade looks like something you would use to fillet fish. Generally we use a scalpel, and we have removable blades. That looks like a very - it's curved, so if it tilts up, not the kind of blade I would use to open up the body. And of course, generally, we would cut the ribs or use a bone saw for the ribs, so not the right instrumentation. Also, looks like just one thin pair of gloves, and you have no idea what that alien substance is. I always wear at least two pair of gloves, sometimes three. I'm gonna rate it a two because they tried to set up a surgical suite. [laughs] They tried to make it look scientific. I'll give them effort for that.Rating: 2/10"Contagion" (2011)[machine buzzing] Medical examiner: Oh, my God. Assistant: Do you want me to, um, take a sample, or...?Examiner: I want you to move away from the table.Carter: Well, good. They actually have on appropriate protection, personal protection equipment. They have on mask, they have on shield, they have a hair bonnet on. It is realistic in that you actually can reflect the scalp, but then you have to take some time to open the skull, and then say there's something wrong with the brain. You do have to very carefully make an incision into the scalp, and usually way behind the head. Actually, behind the ears, so that you can reflect the scalp and see what is underneath the scalp itself, which is tissue and fibrous tissue. There should be a bit more blood than that. And then you take the bone saw and you actually have to open the skull. You would have to actually take the brain out of the body and dissect the brain to say there are problems with parts of the brain just by looking into the top of the head. So, I expect to see the skull, which also contains blood vessels, then there's fiber that's attached to the skull, which we call the dura. Basically, the skull can have fractures and discoloration, and you can expect that the brain would be soft, sometimes liquidy, discolored, perhaps a bloody film over it if somebody has an infectious disease.Well, I would give this an eight out of 10. It is more realistic in what it's trying to depict.Rating: 8/10"NCIS" Season 14 episode 4 (2017)Jethro: You called me, doc?Mallard: Yes, Jethro. My initial assessment of Petty Officer Katherine's cause of death has proven to be correct.Jimmy: It was strangulation.Carter: I - [laughs] I just don't understand. [laughs] They pulled the sheet up on the cadaver, but they're not showing any incision, and you would have to have an incision and examination of the neck in order to talk about strangulation, and you are looking at the neck organ just to see if the hyoid bone is broken.Mallard: A damaged hyoid bone would be a telltale sign of strangulation.Jimmy: But it's not applicable in this case.Mallard: And why is that?Jimmy: Because our victim is 26.Mallard: Which is relevant because?Jimmy: Because the hyoid bone doesn't fully form till the age of 30.Mallard: Very good, doctor.Jimmy: Thank you, doctor.Jethro: Why do I need to be here?Carter: Now, we're born with hyoid bones. They're just not fused. So, not that it's not formed, it's present, and it can actually fuse in the late teen years. So that doesn't mean that it doesn't form until age 30, so that's a misnomer.Mallard: During our examination, we found this rash on her neck and lower back.Jethro: Poison ivy?Mallard: Oh, not at this time of year. No. Whatever caused this is inorganic.Carter: One doctor, I presume he's a doctor, I'm not sure. The younger person, I don't understand why they're giving a cause of death in the way that they are and changing it. Hypoxia is lack of oxygen, and that's the outcome of asphyxia. But you can have hypoxia from multiple forms, and I don't understand how they switch over from that to talking about an inorganic rash. I think I would give this a, I'll give it a six for effort.Rating: 6/10"Blade II" (2002)Nyssa: It has bifurcated masseter muscles. Overdeveloped, allowing for a much stronger bite. Neurotoxin.Carter: This scene is [laughs] is so ridiculous. First [laughs] there are so many things wrong. The main one is, when you put the neurotoxin and smell it, [laughs] inhale it into your own nose, that neurotoxin's gonna go straight into the central nervous system. Second of all, rigor mortis begins within generally two hours of death, and it begins actually in the head region, goes down from the head to the toes, and it's all about the muscles being stiff, so when they're talking about masseter muscles, and the tongue is a muscle also, that can get stiff, as does the jaw. Can I give it a negative? [laughs] If I can't, then I will give this a one.Rating: 1/10"Heroes" Season 1 episode 4 (2007)Medical examiner: Secondary injuries are postmortem. Base of skull was punctured by a broken tree branch.[laughs]Carter: The doctor just reaches over and pulls out this big stick from the head. Well, the first thing that I would do is an X-ray to see where the tree branch is penetrating, and then you'd get good photographs. I would probably shave the hair around where it's entering so I can get a good look at that, and I wouldn't just yank it out. You wanna determine what part of the skull is damaged, what type of entrance it was. They have the skin reflected but the ribcage is not opened, and so she didn't finish the first part of the job. The last thing you generally do is the head examination.If I were to rate this scene, it would probably fit in the one category. It's not realistic at all.Rating: 1/10

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