Clinic Plus makes a heartfelt wish for the girl child in Daughter’s Day ad

Hindustan Unilever’s shampoo brand Clinic Plus has released a heartfelt digital film for Daughter’s Day 2024.

The ad shot from an expectant mother’s perspective highlights the social pressures of having a boy instead of a girl. In the film, the mother who desires a girl engages in a conversation with her unborn child, offering assurance of unconditional love if the child is a girl. The ad shines a spotlight on gender discrimination in the country where there is a clear preference for male children.

The film begins with a "godh bharai" ceremony where the expectant mother sees people celebrating the prospects of a male child. In her inner monologue, she assures her unborn child that she will pay no heed to what society wants since she especially prayed for a girl child. The mother urges her unborn daughter to be fearless even as she prepares to be born in a world that discriminates against girls.

The ad dovetails with Clinic Plus' long-time brand proposition of "strength from the roots."

“A brand becomes more meaningful to consumers when it strives to bring about positive change. The responsibility is manifold when it is also among the top 5 most chosen FMCG brands in the country (as per Kantar Worldpanel)
 
Clinic Plus has always championed the empowerment of mothers to raise strong daughters. Continuing this narrative, ahead of hashtag#DaughtersDay2024, Clinic Plus’s new campaign brings forth a movement to ‘wish for a girl child’ - a first step towards raising strong daughters and by extension, a stronger nation.
 
“Here is presenting our beautiful film that begins with a familiar scene, and, through the resolute words of a mother rising above the celebrations, culminates with a powerful wish,” wrote Rohit Jawa, CEO & MD, Hindustan Unilever Limited.

Meanwhile, a release shared by the company about the campaign stated, "This Daughter’s Day, Clinic Plus builds on its three-decade legacy by tackling a deeply ingrained societal issue - the preference for male children over female. In a country where the birth of a son is often met with greater celebration, Clinic Plus seeks to challenge this long-standing bias, advocating for a world where every child, regardless of gender, is equally cherished. With its powerful 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.

#BetiBannkeAana, normalizing wishing for a girl child

Despite the progress our society has made, gender bias remains deeply woven into its fabric. This bias becomes most evident when a woman is expecting a child, especially in families where the expectation of a male child still prevails. Prayers, rituals and even modern customs often focus on ensuring the birth of a boy. This deeply rooted mindset cuts across all socio-economic strata, affecting not just rural or less-educated families but also urban and affluent ones. While the birth of a male child is widely celebrated, the wish for a girl is far less common, reflecting a societal imbalance that persists across generations.

Data from a government website reveals a harsh reality - over 2,000 female fetuses are aborted every day due to illegal sex-selective practices. This alarming statistic underscores the unfortunate perception that girls hold less value. Clinic Plus is committed to confronting this harmful mindset head-on, believing that valuing a girl child is the first step towards raising her strong. As India’s largest shampoo brand, reaching 7 out of 8 households, Clinic Plus is uniquely positioned to spark real, meaningful change through its efforts, according to the release.