Clinic Plus has launched a new campaign film ahead of Daughters’ Day, building on its #MeriBetiStrong campaign and highlighting the evolving bond between mothers and daughters.
Titled around the thought “Maakimajboorinahi, betihotihaimaakimazbooti”, the campaign portrays a daughter as her mother’s confidante and source of courage as she navigates difficult circumstances.
The film opens at a book launch, where a mother-author is asked about the inspiration behind her collection of poems. She points towards her daughter, taking the story back to the girl’s childhood, when she asks for a single braid instead of two. The narrative then traces how their relationship develops from observation to active support.
As the mother faces pressure to adjust and endure a difficult marriage, her daughter recognises the sacrifices left unspoken and helps her view her circumstances differently. The story ultimately shows the mother choosing to rebuild her life on her own terms.
Harman Dhillon, Executive Director, Beauty & Wellbeing, HUL, said the film celebrates how the strength a mother instils in her daughter can eventually become the mother’s own source of support.
The campaign is also dedicated to the 1.3 crore single mothers across India.