Letter to a father

'Beti Padhao, Beti Bachao' is one of the most revolutionary initiatives by the Indian government. Even though India is in a continuous progression to become a super-power, daughters of rural areas in India are still deprived of their right to education. It is needless to say that this is because of the sheer stereotype that is deep rooted in the minds of the rural population- 'beti paraya dhan hai'- which keeps back people from investing in their daughters education and future. Reports show that almost 53% of girls between the age group of 6-14 do not get a chance at attend school because of numerous factors like poverty, lack of safety on roads and lack of inclination towards schooling if girls.

Breakthrough India is an organization that works on addressing and changing the cultural norms that perpetuate violence against women and girls. On the occasion of National Daughter's Day, 2019, the organization joined hands with Ogilvy, Mumbai to spread a life-changing and inspiring message targeting the rural sector of the country. It has done so to eradicate the belief that if girls would get educated, they may bring shame to the family. The ad-film revolves around a letter that is sent to the fathers of girl-children in UP by yet another father of a girl-child who stood beside her through all odds. The sender of the letter is a father who made her daughter believe in her dreams that have now changed into a reality. The father is proud and happy to be known as India's leading sportswoman, Saksi Malik's father, Sukhbir Malik.

The advertising film brings forth the fact and beautifully conveys the message that if given a chance, girls would be the biggest support to their families. All they need is a chance to dream and aspire with the support of them families. In rural areas, it is often seen that a girl's responsibility completely lies on the shoulder of her mother and if mishap happens, mothers are to be blamed. This ad-film has changed the notion by passing the share of responsibility to the fathers. It urges the men of the family to rethink about the notions and motivate their daughters to follow her dreams and make her own identity. 

Ogilvy and Mather has remarkably brought the efforts of Breakthrough India on screen by conceptualizing their vision to empower girls and women who would be the future of India. The creative directors at Ogilvy believe that advertisements hold the power to convey messages in the right manner by changing the mindsets to make this world a better place. The fact that they decided to change the mindset of entire nation starting from fathers through another father who believed in his daughter's ability to shine brighter than the stars. The advertisement rightly portrays the mission of Breakthrough that believes in going going beyond than just creating awareness.