Archies is celebrating Daughters Day by launching its unique and social #BondBeyondBlood campaign to recognize the change in the mindset of Indian people.
India is currently experiencing a historic transformation in which residents, particularly in Tier II and Tier III urban communities, are gradually and steadily accepting the girl child in the family, as opposed to the older generations’ viewpoint in which giving birth to a girl child was considered a liability.
Daughters are the powerhouse and foundational stone for many families and have been from time immemorial. From introducing parents to new technology and other life hacks to practically ignoring their well-being to complete tasks on both the personal and professional fronts.
The #BondBeyondBlood campaign celebrates the spirit of a daughter and her parents in breaking down cultural barriers while raising a girl child.
The upcoming #BondBeyondBlood campaign is now live across Archie’s social platforms, and it celebrates the unique approach of adoptive guardians/single guardians (mother or father) parenting a young girl kid under societal pressure, such as Sushmita Sen or Neena Gupta.
The campaign’s goal is to reach out to Tier 2 and Tier 3 urban populations while also breaking down gender boundaries. Most importantly, the campaign strives to increase parental education and acceptance of Queer children, whether transgender, non-binary or of other LGBTQI+ orientations.
“Daughters have a special place in our lives, and with the little things that they do for us, they steal our hearts even more,” said Varun Moolchandani, Executive Director of Archies, at the campaign’s launch. “Our #BondBeyondBlood campaign and our special range of Archies product gifting options for them are a celebration of how important and wonderful they are.
“In these uncertain times, Archies wishes to provide optimism by emphasizing positive marketing.” The campaign also acknowledges the strength that single parents have gathered to fight societal pressures in raising their daughters. “The Archies Daughter’s Day collection is lovely, cheerful, and joyful,” Moolchandani stated.
Archies’ new product line is aimed at daughters who are confident, ambitious, optimistic, energetic, cheerful, and blissful. It is the representation that deviates from adult rules to enter the realm of innocence and joy.
The brand’s marketing implies that the link between parents and daughters is one of selfless love and compassion. Most importantly, it is a bond rather than a blood relationship. And it is important to continue to celebrate and cherish this relationship.