India: Following the success of last year’s #MeriBetiStrong campaign, the brand has returned with a powerful message, urging society to normalize the desire for a daughter and empowering expecting mothers to proudly say, “Beti Bann Ke Aana.”
For more than 35 years, Clinic Plus has been a trusted ally to Indian mothers, promoting initiatives that inspire them to “raise their daughters strong.” This year, in celebration of Daughter’s Day, the brand launched a powerful film featuring impactful poetry that tackles deep-rooted gender biases in society. The film draws attention to the persistent preference for male children over females, a bias still evident in many Indian families today. With its message, “Beti Bann Ke Aana,” the film seeks to normalize the desire for a girl child, encouraging families to celebrate and embrace the arrival of daughters.
Clinic Plus has positioned itself as a steadfast companion to Indian mothers, believing deeply in their pivotal role in empowering daughters. Through initiatives designed to inspire mothers, Clinic Plus has become synonymous with supporting and celebrating the bond between mothers and daughters across the nation.
This Daughter’s Day, Clinic Plus builds on its legacy by confronting the societal issue of preference for male children. In a culture where the birth of a son is often celebrated more, the brand seeks to challenge this bias, advocating for a world where every child is equally cherished. With its powerful message of “Wish for a Girl Child,” Clinic Plus aims to shift cultural attitudes, encouraging families to celebrate daughters with the same enthusiasm as sons.
Despite societal progress, gender bias remains entrenched, particularly evident when a woman is expecting a child. Many families continue to prioritize the birth of a male child, affecting all socio-economic strata. UN data reveals a troubling reality: over 2,000 female fetuses are aborted daily due to illegal sex-selective practices, reflecting the perception that girls are less valued. Clinic Plus is committed to confronting this mindset, believing that valuing a girl child is essential for raising her strong. As India’s largest shampoo brand, Clinic Plus is uniquely positioned to drive meaningful change.
This Daughter’s Day, Clinic Plus aims to spark conversations that challenge entrenched social conditioning by normalizing the wish for a girl child, empowering expecting mothers to say, “Beti Bann Ke Aana,” and encouraging families to celebrate daughters with equal fervor.
Harman Dhillon, Executive Director at Hindustan Unilever, stated, “At Clinic Plus, we believe in the strength and limitless potential of every girl. Our mission goes beyond products; it’s about driving meaningful change. With ‘Beti Bann Ke Aana,’ we’re empowering mothers to lead this shift, encouraging society to value and celebrate daughters equally.”
Anurag Agnihotri, Chief Creative Officer (West) at Ogilvy India, added, “People wish for sons or ‘just a healthy baby,’ but no one ever wishes for a daughter. This campaign is an appeal for mothers to start wishing for daughters, making them feel wanted and strong.”
Through this campaign, Clinic Plus invites everyone to embrace and normalize the wish for a girl child, celebrating the unique bond between mothers and daughters and challenging outdated narratives to create a future where every daughter is eagerly welcomed.
Watch the heartwarming film here:
