BTS of Clinic Plus’ Beti bann ke aana: The magic lies in authenticity of the film, says Ogilvy’s Anurag Agnihotri
Conceptualised and executed by Ogilvy India, the film seeks to normalise the desire for a girl child. It empowers expecting mothers to proudly declare, 'Beti Bann Ke Aana,' challenging societal norms and encouraging families to embrace daughters with pride and enthusiasm
New Delhi: Amid the sea of brands vying for emotional connections, Clinic Plus’ three-minute Daughter’s Day film ‘Beti Bann Ke Aana’ stands out for its authenticity and storytelling, said Anurag Agnihotri, Chief Creative Officer, Ogilvy India (West) and the creative force behind the viral hit.
Highlighting the importance of writing in creating authentic branded content, Agnihotri noted, “In a world flooded with 'word salad,' impactful copywriting is what truly makes the difference."
He further told BuzzInContent.com that the film took no time to spread like a fire, “including Amitabh Bachchan, Anand Mahindra, ministers and other leaders sharing it organically.”
The film has amassed over 10 lakh views within just six days of its launch on YouTube, showcasing its strong emotional resonance with audiences.
Having said that, to amplify the campaign, the HUL personal care brand has also onboarded macro influencers to add to the virality of the content.
While many may initially mistake the film as another piece addressing female infanticide, it instead seeks to ignite a cultural shift, urging families to celebrate the birth of daughters with the same joy traditionally reserved for sons. ‘Beti Bann Ke Aana’ aims to foster a society that genuinely values and supports both genders equally.
By normalising the wish for a girl child, the film empowers expecting mothers to proudly say, "Beti Bann Ke Aana," challenging societal norms and encouraging families to embrace daughters with pride and enthusiasm.
Agnihotri explained, “Typically, people wish for a son or a 'healthy baby' when addressing a pregnant woman; rarely does anyone explicitly wish for a daughter. Even when a girl excels, parents often say, ‘Ye to mera beta hai’ without thinking. This film is our way of breaking these deep-seated stereotypes.”
Every year, Clinic Plus releases a purpose-driven film rooted in the insight of a mother’s role in empowering her daughter. “This year, our focus was on making daughters feel wanted. A daughter cannot grow strong if she feels unwanted,” said Agnihotri.
Staying true to the purpose, Agnihotri shared that both Ogilvy and HUL made it a point to avoid making the content feel like a typical ad under the guise of purpose-driven marketing.
“We cast an ordinary-looking woman, not a model (Aditi Arora), to play the mother’s role. Despite being a beauty brand, we didn’t focus on the characters' hair, unlike typical hair care ads where shiny hair is the focus. Authenticity was key to making the film real,” Agnihotri shared.
While maintaining this authenticity, the film ensured the brand’s core proposition, 'Ek ma hi banaati hai beti ko jad se strong', remained central to the narrative.
Agnihotri praised Director Amit Sharma of Chrome Pictures for his sensitive handling of the film, saying, “Amit brought out emotions in every shot, like the way he captured the mother tenderly holding her stomach.”
He also emphasised the music’s role in elevating the mood of the film, concluding, “Every step in making the film was to ensure it felt as genuine as possible.”
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