The only one who is most concerned about this situation is the mother (who is ironically, a victim herself). Every mother dreams for a better life for her daughter than the one she had. And she is the only one, who can also - CHANGE THE ORDER FOREVER and make her daughter the stronger one through the power of education. All she needs to do - is to realize that every extra year of education enables her daughter to have a stronger and brighter future.
As the largest hair care brand in India, Clinic Plus, for the last 25 years, has been an ally to the mother, with her concerns about her growing daughter. The most trusted hair care brand in the country (Brand Equity Survey, 2013) - Clinic Plus reaches 15 crore households and thus, it is the ONLY brand uniquely positioned to inspire mothers, to make their daughters their advantage.
Clinic Plus ups the scale of its commitment by partnering with Plan India. Plan India is part of Plan International, one of the world’s largest community development organization with a special focus on Children. Plan India support communities throughout the county so that the children have access to their right to healthcare, basic education, healthy environment, protection from abuse and exploitation and participation in decisions that affect their lives. One of the focus areas of Plan is to help girls overcome the disadvantage and discrimination they face in everyday life and as such is committed to educate and impart requisite skill to realise their full potential.
Clinic Plus launched this partnership with Plan India through an announcement in Mumbai, in the presence of the prominent mother-daughter duo Sharmila Tagore and Soha Ali Khan, who extended their support to this initiative.
On the occasion of the announcement, Smt. Sharmila Tagore, stated, “Soha and I was always associated with awareness driven initiatives for the betterment of the society. I’m very happy that Clinic Plus and Plan India have come together for this campaign for education of girl child. When you educate a girl, you educate a family, thus I sincerely hope this campaign becomes a big success.”
Smt. Soha Ali Khan, said, “My parents never made any distinction between me, my sister and my brother. My parents always treated us in the same way and supported us, especially in our education and career choices. Mother indeed plays an important role, thus I completely believe in Clinic Plus and Plan India’s campaign- M se Maa, Maa se Mazbooti.”
The initiative aims to reach out to mothers and aid in building awareness of the importance of their daughters’ education, and also strengthening their capacity to support it, by at least one more year. Despite rapid economic growth, the spread of micro-credit programs and self-help groups, gender disparities have remained deep and persistent in India. Given the context, Plan India and Clinic Plus have mutually agreed to bring a turnaround in the situation of school drop- out of adolescent girls by creating an enabling environment within the community and family.
In association with Plan India, Clinic Plus has launched a pilot project in Uttar Pradesh with an aim to ensure no girl child drops out of secondary education. According to Bhagyashri Dengle, Executive Director, Plan India “Fifty percentage of India’s girls do not complete their class tenth. Hence it is critical to make special efforts to ensure that all girls complete their schooling. Education not only provide them with life skill and career opportunities but research has shown that when a girl earns, she invests her income in her children’s education thus breaking the cycle of poverty and illiteracy”.
Being stellar exemplars of empowered women themselves, Sharmila Tagore and Soha Ali Khan shared moments of their lives which required Sharmilaji to stand up for her daughter Soha in making a career choice and how her support ensured Soha completed her education and pursue her own aspirations. Amit Trivedi and Kavita Seth, the composer and singer of the new Clinic Plus anthem, were also present at the event. The duo launched a heart-warming anthem specifically composed by Amit Trivedi to support the cause that brings out the relationship between a mother and daughter.
Taking cue from the inimitable mother-daughter camaraderie, Clinic Plus also celebrates this special friendship on the occasion of Mother’s Day. Through their initiative - “M Se Maa, Maa se Mazbooti”; Clinic Plus connects with daughters and facilitates them to acknowledge and appreciate their mother’s role in their life. As a part of the celebration, daughters can make Mother’s Day special for their mother by giving a missed call on 09967199671. With a call back mechanism, the daughters can leave a message for their mother. Clinic Plus will then play the daughters’ messages to the mothers on Mother’s Day.