HUL’s Clinic Plus has rolled out the latest edition of its #MeriBetiStrong (my daughter strong) campaign ahead of International Daughter's Day on 22 September 2024.

The campaign, conceptualised by Ogilvy and first launched in 2019, addresses the need for change in a society traditionally rooted in patriarchy that treats its girls as secondary citizens. The brand has aimed to champion the empowerment of mothers to raise strong daughters through the campaign. Building on this narrative, this film, #BetiBannKeAana (come as a daughter) is an ode to the daughters who are never desired, aiming to inspire a social movement to 'wish for a girl child.' The initiative, a departure from its previous campaigns, underscores the importance of this 'first step' towards raising strong daughters and, in turn, building a healthier world.

In India, it remains an age-old norm to celebrate the birth of a boy while a girl child is often not wished for in several parts of the country’s hinterlands and rural parts even today. This deep-rooted mindset leaves girls feeling unwanted right from birth, and the film seeks to unravel this thought.

The film opens with a familiar scene of celebratory rituals witnessed during a traditional baby shower in most Indian households when the lady of the house is expecting a baby. It's an occasion where the mom-to-be is showered with blessings from near and dear ones. So also, in the film, relatives and acquaintances come near the expectant mother to  whisper ‘blessings’ into her ears. ‘Blessings’ which are actually wishes for a boy child. This makes the mom-to-be very sad as she herself desires a daughter. The rest of the film showcases a monologue between the mother and her unborn daughter wherein she reassures her that she is very much wanted and welcome into this world, even though it may not always appear so. She firmly and determinedly tells the child in her womb that if she must come, come as a daughter. 

The film ends with an impactful message, citing figures from a government website, stating that an estimated 2,000 unborn girls are illegally aborted every day in India—a grim reminder of the reality around us. 

The campaign aims to ignite meaningful conversation around the pressing issues of female foeticide and the undesirability of the girl child, which are still prevalent in many parts of our nation. 

What we think about it: The campaign, deviating from previous versions that focused on mothers imparting lessons of courage and strength to their young daughters, now takes up the cause of the unborn girl child in a poignant yet charming manner, through the eyes of a mother-to-be rooting for her unborn daughter and defying societal conditioning. In a refreshing reversal of narrative, the mother-to-be expresses how she has visited temples and prayed fervently for her daughter’s arrival - rituals traditionally associated with the birth of a son in Indian households - just so that she never feels 'unwanted'. As before, the campaign's strong points are its subtle nuances and relatable dialogues.

CREDITS:

Agency: Ogilvy Mumbai 
Production House: Chrome Pictures 
Director: Amit Sharma 
Producer: Abhishek Notani 
Agency CCOs India: Kainaz Karmakar, Harshad Rajadhyaksha, and Sukesh Nayak 
CCO West: Anurag Agnihotri 
CSO: Prem Narayan 
Creative Team: Anurag Agnihotri (writer), Apoorva Jain and Rutuja Mali