On Daughter’s Day this year, a tear-jerker of a TVC hit social media with a storm. Directed by Amit Sharma, the commercial has a simple premise. The scene is set with a traditional baby shower taking place. The mom-to-be is seen surrounded by ecstatic women all dancing to the tunes of the dholak. Yet, ironically, all the women approach her unanimously whispering a single wish—it’s going to be a boy for sure.
The mom-to-be, however, in her moments of solace and heartfelt conversations with her unborn baby, has only one wish—beti bann ke aana (come as a daughter).
Part of haircare brand Clinic Plus’ #BetiBannKeAaana campaign, this 3-minute video has garnered millions of views online and received support and love from all corners—the unbridled appreciation flooding the comment sections being a testament to this.
The FMCG giant is not unknown to backing impactful TVCs. In 2019, the brand launched the #MeriBetiStrong campaign. Here too, the visual was an everyday, simple scene of mothers plaiting their daughters’ hair. In doing so, they are seen imparting confidence and freedom to make bold choices to their daughters. Taking the campaign forward, was yet another impactful film about a daughter urging her mother to stand up to the domestic abuse she faced at home—a conversation they have over an unassuming session of tying plaits again.
Following on the heels of previous successful campaigns is the #BetiBannKeAaana campaign—an exemplar of the brand’s hold on understanding and portraying the unique mother-daughter bond.
The poetic monologue is replete with heart-touching couplets, which only aim to normalize a mother’s wish to welcome a girl child.
To be blessed with you I pray
and visit a temple every day.
God might just hear “boy” out of habit
That is why, again and again, I say.
Touching upon the many subtle biases that a patriarchal society burdens a girl child and her mother with, these moving lines remind viewers that mothers can lead cultural shifts
Your beating heart, inside me, I hear
I know it beats in fear
The world doesn’t want a daughter
Your kicks tell me in despair
If the world refuses to change,
Come to change it, my dear!
When you come … come as a daughter!
Besides opening an emotional floodgate, #BetiBannKeAaana takes a stand against the understated, yet prevalent, gender biases. Its bold call to action invites society to reimagine a future where every daughter is cherished and welcomed.
At Railway Children India, outreach members routinely head to marginalized communities across Delhi and Ghaziabad to reset these gender biases every day. At our many Child Activity Centres, outreach members and volunteers facilitate group discussions with parents, adolescent girls and adolescent boys. These discussions address several issues, including gender issues that girls encounter day in and day out. Additionally, adolescent girls in the communities receive essential training such as Karate and computer lessons, which further empower them to lead their lives with confidence.
Railway Children lauds the #BetiBannKeAana campaign for using its creative might to bring forth a subject that continues to linger in homes even today, and for placing its belief in the power of mothers to change the narrative.
