Marketing Celebrate Daughterhood With Utmost Dignity Clinic Plus’s Beti Bann Ke Aana campaign challenges gender bias by encouraging mothers to pray for their daughters. It’s a heartfelt call for acceptance and equality. Ankitaa Mendhekar Dec 12, 2024 18:32 IST Yet again, Clinic Plus hits the right cord at the right time of Daughters' Day. It urges expecting mothers to pray for a daughter and how. Clinic Plus’s ‘Beti bann ke aana’ campaign literally kills the gender biases seen in India for ages, by celebrating the purest value of daughters. This deep-rooted ad factually celebrates daughters and also challenges the traditional norms by encouraging mothers to wish for and value daughters openly. In a country like India, gender bias has always remained deeply embedded and it is experienced by every pregnant woman in their day-to-day lives, at workplaces, public gatherings, and even within families, where the expectation of a male child overshadows the possibility of celebration over the birth of a daughter. So, to address this age-old venerable issue, this Daughter's Day, Clinic Plus has beautifully launched its campaign 'Beti Bann Ke Aana' or 'Come as a Girl Child.' The ad underlines the misogyny of people who wish a pregnant lady to give birth to a boy, while the mother deeply desires and pleads for a girl child. The momentum is crafted beautifully in a heartwarming shift, where the mother is ready for a daughter against the family, the whole world, and even God who is now habitual to hear prayers for sons. It is a touching tribute to all the daughters who were never shown acceptance and their fight against the society, that has always given sons a higher value. Through this campaign, Clinic Plus sheds light on a simple message; that change starts with the desire of a girl child. It’s a shout-out to all mothers to empower their wishes for a daughter and to every society, which now needs to be ready to accept daughters with open arms. Marketing Maverick is happy to join hands with Clinic Plus in promoting and encouraging such a noble, much-needed, and wonderful cause. Read the Next Article