In a country as diverse as India, one would think that showcasing a human rights issue could land a company in a social media minefield. But Vicks scored praise for its touching story of a transgender mother and the child she raised as her own...Companies are increasingly wading into social issues while promoting their products, or as they often infer, seeking to raise awareness of an issue keen on their stakeholders’ minds. Not everyone is a fan of what is sometimes called “sadvertising,” but the evidence suggests that it can work – either by gaining consumers’ trust or landing the company a prominent spot in the newswires...Efforts like those by P&G may be only a pebble making waves in a massive pond of discrimination and scorn heaped on the LGBT community. But at a bare minimum, these videos produced by trusted brands succeed in raising awareness and help to inspire debate; not showing these people at all only makes these citizens feel as if they should be in the closet [also refers to Pepsico, Starbucks & Mondelez International].