“‘Tum aana, toh beti bankar aana,’ whispers an expectant mother in Clinic Plus’s new film, released ahead of Daughters’ Day 2024. Conceptualized by Ogilvy, the film challenges deep-rooted patriarchal norms that often associate pregnancy with the hope of a son. Instead, it portrays a mother who wishes for her unborn child to be a daughter.
This poignant film serves as a tribute to daughters who were never wished for, addressing the tragic reality of female foeticide. The brand highlights a shocking statistic—every day, 2,000 daughters are not born—calling attention to the urgent need for change in societal attitudes toward gender preference.”
Rohit Jawa, CEO and MD, Hindustan Unilever, took to LinkedIn to share, “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 f first step towards raising strong daughters and, by extension, a stronger nation.”
Credits:
- CCOs, India: Kainaz Karmakar, Harshad Rajadhyaksha, sukesh nayak
- CCO, West and Copywriter: Anurag Agnihotri
- Executive Chairperson: Hephzibah Pathak
- Group CEO: Rajesh VR
- CSO, India: Prem Narayan
- President and Head of Office, Mumbai and Kolkata: Hirol Gandhi
- ECD: Shahrukh Irani, GCD: Apoorva Jain, Sr. CD: Rutuja Mali
- Account Management Team: Vineet Singh, Ishita Chowdhury, Vedika Modi, Subham Agarwal
- Brand Strategy Team: Russell John, Shiksha Singh
- Team HUL (Clinic Plus): Harman Dhillon, Sairam Subramanian, Arjit Bansal, Sushri Panda, jinal desai
- Production House: Chrome Pictures Pvt. Ltd.
- Director: Amit Sharma
- Producer: Abhishek Notani
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