NEGOTIATING RESPECTABILITY: A TRANSNORMATIVE CONTENT ANALYSIS OF TRANSGENDER MOTHERHOOD IN VICKS INDIA'S TOUCH OF CARE ADVERTISEMENT (2017)

R. Baiju Paul; Paul T. Benziker

Authors

R. Baiju Paul Assistant Professor, Department of Visual Communication, Nehru Arts and Science College, Coimbatore, Tamil Nadu, India. Author
Paul T. Benziker Assistant Professor Department of Visual Communication, Nehru Arts and Science College, Coimbatore, Tamil Nadu, India. Author

Keywords:

Transgender Representation, Transnormativity, Indian Advertising, Gender Norms, Corporate Media, Motherhood, Qualitative Content Analysis, Visibility Politics

Abstract

This study critically examines the portrayal of transgender motherhood in Vicks India’s 2017 #TouchOfCare advertisement through the lens of Transnormativity Theory. Centered on the real-life story of Gauri Sawant, a transgender woman raising an adopted daughter, the advertisement crafts a poignant narrative of care, sacrifice, and maternal love. While the campaign has been lauded for its inclusive messaging, this research interrogates the normative frameworks that shape such representation. Through qualitative content analysis, the study explores the advertisement’s visual storytelling, character construction, and emotional tone to uncover how trans identities are positioned within acceptable cultural scripts. The findings indicate that the portrayal conforms to transnormative ideals emphasizing moral respectability, caregiving, and adherence to heteronormative family values. These depictions, although affirming on the surface, risk reinforcing narrow and assimilationist portrayals of transgender lives. The paper argues that such media representations enable a conditional form of acceptance, validating only those identities that align with mainstream ideals of respectability. This analysis contributes to broader conversations on gender representation, media ethics, and the politics of visibility in Indian advertising.

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