Clinic Plus latest campaign tackles patriarchy head-on

This Daughter’s Day, Unilever’s 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, the haircare brand seeks to challenge this long-standing bias, advocating for a world where every child, regardless of gender, is equally cherished.

With its message of ‘Beti bann ke aana’ (Wish for a girl child)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.

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 foetuses are aborted every day due to illegal sex-selective practices. This alarming statistic underscores the unfortunate perception that girls hold less value.

By normalising the wish for a girl child, the campaign empowers expecting mothers to proudly say, ‘Beti bann ke aana’, reshaping attitudes and encouraging families to celebrate daughters with the same fervour as they would for a son.

With this campaign, Clinic Plus invites everyone to embrace and normalise the wish for a girl child, celebrating the special bond between mothers and daughters. Together, the brand hopes to challenge old narratives and create a future where every daughter is eagerly welcomed into the family.

Campaign’s take: Clinic Plus' ‘Beti bann ke aana’ campaign is a bold move in a country where patriarchy still dictates family values. In India, the birth of a son is often celebrated, while daughters are seen as lesser blessings. This Daughter’s Day, Clinic Plus tackles this age-old mindset head-on, urging families to welcome daughters with the same joy as sons.

The campaign is not just about marketing; it’s a significant cultural statement. In a country where over 2,000 female foetuses are aborted daily due to illegal sex-selective practices, this message hits hard. By championing the wish for a girl child, Clinic Plus is confronting gender bias and urging families to rethink their values.

It’s a refreshing challenge to the status quo, pushing for an India where every child is equally celebrated, and daughters are seen as powerful, cherished, and vital. Through this campaign, Clinic Plus isn’t just selling shampoo—it’s pushing for cultural change, aiming to disrupt deeply ingrained social conditioning.