At a time when communication is increasingly chasing attention through formats, platforms and performance, few brands choose to pause and build a story around something that can neither be measured nor optimized. The new platform “,” created by Plazma and , a member of AMA Group, moves precisely in that direction toward a fundamental human experience that precedes any form of communication.

Because would you believe us if we told you that touch is just as essential to our survival as the air we breathe or the food we eat? That moment when someone’s hand calms us, embraces us, or gently brushes against us, sending a message that we are safe, accepted, and that we truly belong right here. Today, science clearly explains why tenderness releases tension. Our skin is not merely a protective barrier, but a complex communication system filled with nerve endings designed to register pleasant touch. It is our first language, our first lesson in love received as babies, and our very first bridge to the world.

From this universal insight emerged a new, honest, and deeply human story in which Plazma becomes a metaphor for touch, closeness, and love passed down through generations.

The campaign began with a gentle teaser, carrying a simple yet powerful message that invites us to pause and reflect on how much we truly miss touch. From there, the story unfolds into an emotional manifesto of humanity. The visuals reveal the intimacy of everyday moments: hands finding one another, movements that calm, tenderness cutting through the noise of modern life. Everything is shaped within an atmosphere that reminds us that what matters most never costs anything yet means everything.

The TV commercial translates this emotion into a series of scenes that celebrate closeness: a mother and child, friends embracing, partners who understand each other without words, and even those spontaneous touches we remember for a lifetime. In each of them, Plazma is present as a ritual that belongs to all of us. The film concludes with a line that captures the spirit of the entire platform: “It’s so beautiful that we are human.”

All of this builds a new era of Plazma, one that speaks not only to the stomach or to habits, but to the heart. “The Touch of Love” is a platform that goes beyond category boundaries and becomes a message about what it means to be human in a time that so often pulls us apart. Plazma reminds us that sometimes the most important things are the ones we cannot see: a gentle touch that restores calm, belonging, and warmth.

As Jana Savić Rastovac, Creative Director at McCann Belgrade, explains, the idea was to avoid distance and create a platform in which everyone can recognize themselves: “We wanted a campaign that is close to people, to the senses, to the subtle nuances of closeness. ‘Touch of Love’ speaks about everything that Plazma sets in motion and is organically a part of:  warmth, trust and joy.”

Plazma has always been part of our moments. Now, those moments take on a new dimension: they become touches of love.