Mumbai: Following the success of last year’s #MeriBetiStrong campaign, Clinic Plus returns with a bold new message for Daughter’s Day 2024. The brand’s latest campaign, “Beti Bann Ke Aana,” urges society to normalise the wish for a daughter and empowers expecting mothers to proudly express the desire for a girl child.

Building on over 35 years of supporting Indian mothers, Clinic Plus has always championed initiatives that inspire them to "raise their daughters strong." This year, the brand unveils a powerful new film, highlighting the societal preference for sons over daughters and calling for a change in mindset. Through impactful poetry, the film encourages families to celebrate and embrace the arrival of daughters with the same joy as sons.

As India’s largest shampoo brand, Clinic Plus reaches 7 out of 8 households and is uniquely positioned to challenge deep-rooted gender biases. The “Beti Bann Ke Aana” campaign encourages families to wish for daughters and to proudly say, "Beti Bann Ke Aana," promoting gender equality from birth.

Unilever South Asia, beauty and well-being general manager, Hindustan Unilever executive director, Harman Dhillon says, “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.”

The campaign aims to address the ongoing gender imbalance in Indian families, where the birth of a son is often celebrated more than the birth of a daughter. Through this initiative, Clinic Plus seeks to reshape cultural attitudes, urging families to celebrate daughters and help create a society that values both genders equally.

Ogilvy India, chief creative officer (West), Anurag Agnihotri states, “People wish for a son. People wish for ‘just a healthy baby.’ But no one ever wishes for a daughter. Clinic Plus is standing up to say, wish for a daughter. This video is an appeal to all mothers to start wishing for daughters—to make them feel wanted and strong.”

By normalising the wish for a girl child, Clinic Plus continues to foster the mother-daughter bond, advocating for a world where every girl is cherished and empowered from the moment of birth.