An intimate moment turns into a call for strong daugthers in #MeriBetiStrong
Clinic Plus launched their #MeriBetiStrong campaign on Daughters Day celebrated on the 4th Sunday of September (22nd September). The brand film showcases mothers asking their daughters to be stronger while the brand encourages people to raise a generation of daughters with their own voice, perspective and choice. The film has been conceptualized by Ogilvy India.
The film focuses on the mother-daughter bond, especially how mothers continue to the major influencers in their daughter’s lives and decision making. In their past campaigns, the brand focused on more specific issues like education.
The communication of the film shows the mother tying the daughter’s hair while telling her to be strong is so many ways. Its subtly ties the brand communication with the product promise of making your hair strong. The way the campaign is shot explores the intimacy between the two during an activity that most Indian mothers do with their daughters when they are young.
In another campaign for Dove #AapkeBaalAapkiMarzi, the campaign portrayed real women and their stories, it is a strong possibility that Clinic Plus also used real mothers and daughters to shoot this ad.
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