To try and stand out in the $\_\_\_\_\_\_\_\_\_\_\_\_\_\_$ in India that accepts unequal rights between the privileged and those who are not, Vick$$s implemented a brand campaign centered on creating conversations that showed respect and appreciation for unconventional, caring relationships. By telling the story of a transgender mother, her relationship with her adoptive daughter, and the caring support she received in the face of discrimination, Vick$$s was able to gain awareness and sales while challenging stereotypes.

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