Clinic Plus celebrates daughters with #BetiBannKeAana campaign

For 35 years, Clinic Plus has been a steadfast companion to Indian mothers, proudly positioning itself as a mother-daughter brand. With a deep belief in the pivotal role mothers play in empowering their daughters, Clinic Plus has continuously championed initiatives designed to inspire them to ‘raise their daughters strong.’ Through these purposeful efforts, Clinic Plus has become synonymous with supporting and celebrating the bond between mothers and daughters across the nation.

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.

This Daughter’s Day, Clinic Plus is on a mission to ignite conversations that challenge this entrenched social conditioning. By normalizing 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 fervor as they would for a son.

With this campaign, Clinic Plus invites everyone to embrace and normalize 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.

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