Building on the success of last year’s #MeriBetiStrong campaign, Clinic Plus has returned with a new, powerful initiative for Daughter’s Day 2024.
The brand’s latest campaign, ‘Beti Bann Ke Aana,’ crafted by Ogilvy, challenges deep-seated societal norms and aims to empower expecting mothers to proudly express their desire for a daughter. Through this initiative, Clinic Plus seeks to shift the narrative around gender bias and normalize the celebration of girl children.
For over three decades, Clinic Plus has been a trusted companion to Indian mothers, consistently championing causes that encourage the strength and empowerment of daughters. This year’s campaign continues the brand’s legacy of inspiring mothers across the country to raise their daughters strong.
Through a compelling film, Clinic Plus brings attention to the age-old preference for male children in Indian society and encourages families to embrace the arrival of daughters with open hearts and equal joy.
The film’s poignant poetry and moving visuals highlight the ongoing issue of gender bias in India, where the birth of a son is often celebrated more than that of a daughter. The central message, “Beti Bann Ke Aana,” urges families to break away from traditional preferences and proudly wish for a girl child, signaling a shift towards a more inclusive and progressive mindset.
Despite growing awareness and societal progress, the preference for male children continues to be prevalent across various socio-economic backgrounds in India. This bias is often most apparent when women are expecting a child, with many families still hoping for a boy. Data from global organizations paints a grim picture: thousands of female fetuses are aborted every day due to illegal sex-selective practices, revealing the extent to which girls are undervalued in society.
Clinic Plus, as India’s largest and most trusted shampoo brand, is taking a firm stand against these outdated perceptions. By advocating for the normalization of desiring a girl child, the brand is working to shift cultural attitudes and encourage families to celebrate the birth of daughters with the same enthusiasm as sons. The ‘Beti Bann Ke Aana’ campaign serves as a bold call to action, inviting society to reimagine the future where every daughter is cherished and welcomed.
At the core of the campaign is the belief in the power of mothers to lead this cultural shift. Clinic Plus has long supported Indian mothers in their journey of raising strong, confident daughters. This Daughter’s Day, the brand takes that mission one step further by addressing the cultural stigma around preferring sons and advocating for a world where daughters are equally valued.
Harman Dhillon, Executive Director at Hindustan Unilever, emphasized the brand’s commitment to driving social change: “At Clinic Plus, we believe that every girl has the potential to be strong and limitless. Our mission goes beyond just offering products; it’s about fostering change that makes a real difference. With ‘Beti Bann Ke Aana,’ we’re encouraging mothers to lead this shift and empower society to celebrate daughters as much as sons.”
Anurag Agnihotri, Chief Creative Officer (West) at Ogilvy India, echoed this sentiment, stating, “In society, people often wish for sons or simply a healthy baby, but rarely do we hear anyone wish for a daughter. This campaign is an emotional appeal to start wishing for daughters, to make them feel valued and wanted from the very beginning.”
Through the ‘Beti Bann Ke Aana’ campaign, Clinic Plus aims to spark meaningful conversations that challenge entrenched biases and inspire change. The campaign not only celebrates the bond between mothers and daughters but also calls for a re-evaluation of societal norms that have long devalued the girl child.
Clinic Plus’ vision for a future where daughters are celebrated and embraced equally as sons is rooted in the belief that empowering girls begins with valuing them from the moment they are born. The campaign’s message is clear: every child, regardless of gender, deserves to be welcomed with love, pride, and equal celebration.
This Daughter’s Day, Clinic Plus invites families across India to be a part of this movement, to challenge outdated mindsets, and to say with pride, “Beti Bann Ke Aana.” Together, we can create a world where every daughter is eagerly awaited and celebrated.
