Clinic Plus supports education of girl child

Shampoo brand Clinic Plus's brand communication has for years revolved around the theme of mother-daughter bonding, with its 'Mazboot Bal Mazboot Rishtey' (Strong hair, strong relationships) tagline. The brand has now taken the campaign to the next level by touching upon the importance of getting the girl child educated. In its latest campaign, 'M Se Ma. Ma Se Mazbooti!', the brand has dwelt upon the issue of high school drop-out rates among girls and the attitude of some Indian parents who believe that getting the girl child educated is not important.

"The brief that we got from the client was to impress upon every mother and society at large that even one more year of sending a girl child to school can make her stronger. And for that to happen the mother has to be the pillar of strength and stand up for her daughter against the general thinking of what's the point of sending a girl to school. She has to get married and go," says Tushar Kadam, Executive Creative Director, Lowe and Partners.

The TVC is about a woman who has the strength to do many things, play multiple roles. Her friend drops by when Nisha (the protagonist) is teaching a few underprivileged children. Her friend asks Nisha's mother as to how she manages her job, the house and then even on a holiday teach these children? At this point Nisha enters the conversation and says "Simple hai. M se Ma. Ma se mazbooti."

The friend wonders as to what that means and the story goes into a flash back where Nisha's mother is saying - Baas ek saal aur, and how year after year she has stood up against the this thinking of what's the point of sending a girl child to school. It ends with Nisha wondering as to where did her mother get that strength  from, year after year. And then tongue in cheek says maybe from her chhoti - 'Aaj bhi itni Mazboot'.  The campaign signs off with the tagline, Clinic Plus M se Ma. Maa se mazbooti.

"We thought it connects the brand, the mother daughter relationship and our social mission of sending the girl child to school for just one more year," says Kadam.

HUL has taken this campaign offline by partnering with social organisation, Plan India, with whose help it plans to reach out to women across India and create awareness as well as support them to get their daughters educated. It has launched a pilot project in Uttar Pradesh with an aim to ensure that no girl child drops out of secondary education

On the brand communication front, Kadam says that the agency would be rolling out a few more campaigns that would amplify the brand's stand on supporting the education of the girl child. "However, it will not be the only way forward on brand communication. Our brand communication is based on the mother-daughter relationship and their diverging worlds as the daughter grows up. So we will continue to leverage that across all the communication that happens across the Clinic Plus portfolio."