Conceptualised by Ogilvy Mumbai, Clinic Plus has launched a new ‘Beti Bannke Aana’ campaign on this Daughter’s Day to celebrate the gift of a girl child.
As per the brand, following the last year’s #MeriBetiStrong campaign, the brand returns with a message, urging society to normalise the wish for a daughter and empowering every expecting mother to proudly say, ‘Beti Bann Ke Aana’.
The brand further stated, this year, ahead of Daughter’s Day, it has unveiled a film, using poetry to confront gender biases in society. The film sheds light on the societal preference for a male child over a female. With the message ‘Beti Bann Ke Aana’, the film aims to normalise the desire for a girl child, urging families to celebrate and embrace the arrival of daughters.
With its message of ‘Wish for a Girl Child’ or ‘Beti Bann Ke Aana,’ the brand hopes to spark a shift in cultural attitudes, encouraging families to celebrate the arrival of daughters with the same joy and enthusiasm, creating a society that truly values and supports both genders, the brand clarified.
This Daughter’s Day, Clinic Plus is on a mission to ignite conversations that challenge this entrenched social conditioning. By normalising the wish for a girl child, the campaign empowers expecting mothers to say, ‘Beti Bann Ke Aana’, reshaping attitudes and encouraging families to celebrate daughters with the same fervour as they would for a son, the brand stated.
Link to the ad campaign-
Speaking on the development, Harman Dhillon, Executive Director at Hindustan Unilever, and Beauty and Well-Being General Manager, Unilever South Asia, said, “At Clinic Plus, we firmly believe in the strength and limitless potential of every girl. As a brand that has championed the mother-daughter bond for over 35 years, our mission extends beyond product – it’s about driving meaningful, lasting change in society. With Beti Bann Ke Aana, we’re empowering mothers to lead this shift, encouraging society to value and celebrate daughters equally. As India’s most loved shampoo brand, we are committed to using our platform to shape a future where every girl is cherished and empowered.”
To this, Anurag Agnihotri, Chief Creative Officer (West) at Ogilvy India, said, “People wish for a son. People wish for “just a healthy baby.” But no one ever wishes for a daughter. Clinic Plus, as a brand, stands for inspiring mothers to raise strong daughters. But how can a daughter be strong if she never feels wanted, or wonders if she was better off being a boy? This video is an appeal to all mothers to start wishing for daughters. To make them feel wanted. To make them strong. The thought was so powerful that it truly made us all wonder, how beautiful the world would be if it were filled with daughters.”
