Mumbai: Recognizing the central role mothers play in building their daughters into strong individuals, Clinic Plus launched a heartening #MeriBetiStrong campaign to celebrate their relationship on Daughter’s Day. Focused on addressing the need for change in society, which has been traditionally rooted in patriarchy, the campaign by Clinic Plus depicts how mothers across cultural and social backgrounds are using their own experiences to create strong foundations for their daughters, and inspiring them grow into better, stronger versions of themselves.
Conceptualized and created in association with Ogilvy India, #MeriBetiStrong beautifully captures subtle nuances of the bond through conversations between different duos where the mother, while braiding her daughter’s hair, reminisces over the many roles she has played through her years, and advices her daughter on how she could accomplish those differently – with greater forte against all odds. The daughter listens intently, further underlining the formidable connection between the two!
Harman Dhillon, Vice President, Hair Care, Hindustan Unilever said, “Our purpose at Unilever is to make sustainable living commonplace. As a Company, we have three strong beliefs – Brands with Purpose Grow, Companies with Purpose Last and People with Purpose Thrive. We recognise that the biggest impact we can have on the society is through our purpose-driven brands.
Clinic Plus recognizes that a mother plays the most pivotal role in the early formative years of her daughter, and she can truly shape her thinking. It is the voice of many mothers who instil strength and belief in their daughters every day. With the #MeriBetiStrong movement, Clinic Plus is sowing a powerful, yet transformational seed in society – one that will inspire and bind mothers across India irrespective of ethnicities, regions, religions and cultures to raise their daughters strong. We are positive that every small push in the right direction will go a long way in changing the way our country raises its daughters”
Added Anurag Agnihotri, Executive Creative Director, Ogilvy India (West), “Girls are not born weak – societal conditioning makes them so! Right from childhood the noise around how to walk, sit, dress, and even when and whom to marry results in conditioning so pervasive, that they forget their own strength. Only one voice has the power to stop this, and that is the mothers’! only she can make sure her daughter grows up strong. Infact a mother’s wish that her daughter become stronger than her is so natural that it’s almost a truism. With this simple thought, our work tries to dismantle restricting mindsets not just in society but also among mothers and daughters themselves.”
Released on YouTube on 21st September 2019, #MeriBetiStrong hopes to ignite meaningful conversations around the lessons of strength that need to be imparted to daughters in their formative years.
Campaign by OGILVY MUMBAI – CLINIC PLUS #MeriBetiStrong
Client: Hindustan Unilever
Brand: Clinic Plus
Agency: Ogilvy India
CCO Worldwide: Piyush Pandey
CCO South & S.E.A: Sonal Dabral
CCOs West: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
ECD and Copywriter: Anurag Agnihotri
Creative Team: Anurag Agnihotri, Shahrukh Irani, Saurabh Kulkarni
Chief Client Officer: Hephzibah Pathak
Account Management: VR Rajesh, Vineet Singh, Ankur Gupta, Toshita Agarwal, Tamanna Shah
Brand Planning: Prem Narayan, Russell John
Production House: Good Morning Films
Director: Shashanka Chaturvedi
Executive Producer: Vikram Kalra
Producer: Robin D’Cruz