Ad Campaigns
Clinic Plus launches “Beti Bann Ke Aana” campaign for daughter’s day
Mumbai: Following the success of last year’s #MeriBetiStrong campaign, Clinic Plus returns with a bold new message for Daughter’s Day 2024. The brand’s latest campaign, “Beti Bann Ke Aana,” urges society to normalise the wish for a daughter and empowers expecting mothers to proudly express the desire for a girl child.
Building on over 35 years of supporting Indian mothers, Clinic Plus has always championed initiatives that inspire them to “raise their daughters strong.” This year, the brand unveils a powerful new film, highlighting the societal preference for sons over daughters and calling for a change in mindset. Through impactful poetry, the film encourages families to celebrate and embrace the arrival of daughters with the same joy as sons.
As India’s largest shampoo brand, Clinic Plus reaches 7 out of 8 households and is uniquely positioned to challenge deep-rooted gender biases. The “Beti Bann Ke Aana” campaign encourages families to wish for daughters and to proudly say, “Beti Bann Ke Aana,” promoting gender equality from birth.
Unilever South Asia, beauty and well-being general manager, Hindustan Unilever executive director, Harman Dhillon says, “At Clinic Plus, we firmly believe in the strength and limitless potential of every girl. As a brand that has championed the mother-daughter bond for over 35 years, our mission extends beyond product – it’s about driving meaningful, lasting change in society. With Beti Bann Ke Aana, we’re empowering mothers to lead this shift, encouraging society to value and celebrate daughters equally. As India’s most loved shampoo brand, we are committed to using our platform to shape a future where every girl is cherished and empowered.”
The campaign aims to address the ongoing gender imbalance in Indian families, where the birth of a son is often celebrated more than the birth of a daughter. Through this initiative, Clinic Plus seeks to reshape cultural attitudes, urging families to celebrate daughters and help create a society that values both genders equally.
Ogilvy India, chief creative officer (West), Anurag Agnihotri states, “People wish for a son. People wish for ‘just a healthy baby.’ But no one ever wishes for a daughter. Clinic Plus is standing up to say, wish for a daughter. This video is an appeal to all mothers to start wishing for daughters—to make them feel wanted and strong.”
By normalising the wish for a girl child, Clinic Plus continues to foster the mother-daughter bond, advocating for a world where every girl is cherished and empowered from the moment of birth.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
