Mothers are the first teacher, one who teaches important values to her child. Today, it is important for mothers to first think out of traditional norms of the society and raise her child without societal odds. The latest campaign of HUL’s Clinic Plus #MeriBetiStrong addresses the need for change in a society traditionally rooted with patriarchy.
The campaign hopes to ignite meaningful conversations around the lessons of strength that need to be imparted to daughters in their formative years. The brand talks to every mother who wants to ensure that she gives her daughter the right foundation so that she can realise her potential.
The video depicts mothers across cultural and social backgrounds using their own experiences to create strong foundations for their daughters, and inspiring them grow into better, stronger versions of themselves.
A spokesperson of HUL saidWe are positive that every small push in the right direction will go a long way in changing the way our country raises its daughters.”
The pan-India presence of the brand will help in spreading the message across geographies. 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.
Anurag Agnihotri, ECD, Ogilvy India (West), said, “The brief from the brand was to create a movement that will help inspire every mother to raise her daughter strong.”
Agnihotri added, “Clinic Plus has always been focusing on the bond between mothers and daughters, and with this campaign, the attempt is to strengthen that even more. The objective of this campaign was to inspire every single mother in this country to raise her daughter strong.”
Clinic Plus, which is talking about hair strength for close to seven years, has moved the narrative to raising strong girls but the manifestation is not physical strength. As a hair care brand that provides strength to your hair from root to tip, the brand believes through mothers it can provide the strong foundation to every girl today for brighter future.
The campaign is reflective of all the recent work from the brand including the core campaign on TV. “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,” said a HUL spokesperson.
Speaking on the challenges during execution of the campaign, Agnihotri said, “There were just a few guardrails that we kept to ensure that the mother-daughters being shown and the lessons that they impart are as real and authentic as possible. It needed to be truly reflective of what the mother wants and wishes for her daughter.”
“Every mother that has seen this ad has found it representative of what she feels. For us that is the impact we wanted and nothing more,” concludes Agnihotri.
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