Clinic Plus Celebrates Daughter’s Day with #MeriBetiStrong
by Shrutee K/DNS
Mumbai, 25th September
2019: Recognizing the central role mothers play in building their daughters
into strong individuals, Clinic Plus launched a heartening #MeriBetiStrong campaign to celebrate their relationship on
Daughter’s Day. Focused on addressing the need for change in society, which has
been traditionally rooted in patriarchy, the campaign by Clinic Plus depicts how
mothers across cultural and social backgrounds are using their own experiences
to create strong foundations for their daughters, and inspiring them grow into better,
stronger versions of themselves.
Conceptualized and created in association with Ogilvy India,
#MeriBetiStrong beautifully captures subtle nuances of the bond through conversations
between different duos where the mother, while braiding her daughter’s hair,
reminisces over the many roles she has played through her years, and advices
her daughter on how she could accomplish those differently – with greater forte
against all odds. The daughter listens intently, further underlining the formidable
connection between the two!
Harman
Dhillon, Vice President, Hair Care, Hindustan Unilever said, “Our purpose at Unilever is to make sustainable living
commonplace. As a Company, we have three strong beliefs – Brands with Purpose
Grow, Companies with Purpose Last and People with Purpose Thrive. We recognise
that the biggest impact we can have on the society is through our
purpose-driven brands.
Clinic Plus recognizes that a mother plays the
most pivotal role in the early formative years of her daughter, and she can
truly shape her thinking. It is the voice of many mothers who instil strength
and belief in their daughters every day. With the #MeriBetiStrong movement,
Clinic Plus is sowing a powerful, yet transformational seed in society - one
that will inspire and bind mothers across India irrespective of ethnicities,
regions, religions and cultures to raise their daughters strong. We are
positive that every small push in the right direction will go a long way in
changing the way our country raises its daughters”
Added Anurag
Agnihotri, Executive Creative Director, Ogilvy India (West), “Girls
are not born weak – societal conditioning makes them so! Right from childhood
the noise around how to walk, sit, dress, and even when and whom to marry results
in conditioning so pervasive, that they forget their own strength. Only one
voice has the power to stop this, and that is the mothers’! only she can make
sure her daughter grows up strong. Infact a mother’s wish that her daughter
become stronger than her is so natural that it’s almost a truism. With this
simple thought, our work tries to dismantle restricting mindsets not just in
society but also among mothers and daughters themselves.”
Released on YouTube on 21st September 2019, #MeriBetiStrong hopes to ignite meaningful
conversations around the lessons of strength that need to be imparted to daughters
in their formative years.
Link to the campaign - https://youtu.be/UA5LNs9qeKk
AGENCY CREDITS
Campaign by
OGILVY MUMBAI - CLINIC PLUS #MeriBetiStrong
Client: Hindustan
Unilever
Brand: Clinic
Plus
Agency: Ogilvy
India
CCO
Worldwide : Piyush Pandey
CCO South
& S.E.A : Sonal Dabral
CCOs West :
Kainaz Karmakar , Harshad Rajadhyaksha, Sukesh Nayak
ECD and
Copywriter : Anurag Agnihotri
Creative
Team : Anurag Agnihotri, Shahrukh Irani, Saurabh Kulkarni
Chief
Client Officer : Hephzibah Pathak
Account
Management : VR Rajesh, Vineet Singh, Ankur Gupta, Toshita Agarwal, Tamanna
Shah
Brand
Planning : Prem Narayan, Russell John
Production
House : Good Morning Films
Director :
Shashanka Chaturvedi
Music :
Ashu
Executive
Producer : Vikram Kalra
Producer : Robin
D'Cruz
About Clinic Plus: Clinic Plus, launched in 1987 as a family health shampoo, is
the market leader in shampoo and the highest penetrated FMCG brand reaching
~230mn households & ~1.1bn consumers. Clinic Plus has created pan-India
presence in both urban and rural areas. From the early 90’s till date Clinic Plus
was positioned on strong bond of mother-daughter and strength that the shampoo
gives to your Hair.
About Ogilvy: Ogilvy has been producing iconic, culture-changing
marketing campaigns since the day its founder David Ogilvy opened shop in 1948.
Today, Ogilvy is an award winning integrated creative network that makes brands
matter for Fortune Global 500 companies as well as local businesses across 131
offices in 83 countries. The company creates experiences, design and
communications that shape every aspect of a brand’s needs through six core
capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR
and Influence, Digital Transformation, and Partnerships. Ogilvy is a WPP
company.
For more information, visit http://www.ogilvy.com/ , or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.
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