A mother from the most gender disparate region of India, who is also a cop, lovingly braids her daughter's hair before leaving for work.

A mother belonging to the Muslim community, who is also a boxer, braids her daughter's hair in between coaching her.

A mother who is a prostitute, braids her daughter's hair before sending her off to school.

These and many mothers from all walks of life are telling their daughters that they're not unwanted or a burden, they're strong.

SITUATION - In India, the birth of a daughter is not a joyous occasion. Because daughters are unwelcome, considered a burden and a curse.

BRIEF - Clinic Plus, a brand that reaches 9 out of 10 homes in India, wanted to give a strong message against the belief that daughters are unwanted, and a misfortune to be wished away.

OBJECTIVE - On Mother's Day, we wanted to send an inspiring message to mothers, to tell their daughters that they're not unwanted or a burden, that they're strong.

IMPACT - The Clinic Plus film took the country by a storm. Mothers related with it, loved it, shared it and promised to let their daughters know how strong they are.

It became one of the most shared films on Mother's Day.

REACH - The films reached more than 43 million people and was even shared by celebrity moms like Soha Ali Khan, Mini Mathur, Chhavi Hussein, Rakshanda Khan and others.

ENGAGEMENT - Engagement has been consistently high, with an average view time of more than 1:30 minutes and more than 13% of all viewers watching the films till the very end.

CHANGE IN BEHAVIOUR - The audience resonated vocally with our message, all of them expressing strong agreement over this regressive attitude.

BRAND PERCEPTION - Clinic Plus reinforced brand love by talking to mothers in an emotionally charged and authentic manner.

When women become pregnant in India, they follow a ritual of visiting temples and shrines, tying bells in the premises to ask for a son and not a daughter. For years and years countless women have tied bells that now cover entire trees and walls of these temples.

There are millions of such bells, each one representing a daughter that was wished away.

When women become pregnant in India, they follow a ritual of visiting temples and shrines, tying bells in the premises to ask for a son and not a daughter. For years and years countless women have tied bells that now cover entire trees and walls of these temples.

There are millions of such bells, each one representing a daughter that was wished away.