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“Beti Bachao, Beti Padhao” Becomes “Beti Bachao, Roti Banwao” In New Regressive Campaign Ad

byJisha Joseph
28th May 2018
2 minute read
beti bachao

The Beti Bachao campaign was one that gained many acclamations when it was introduced. In a country facing a serious problem of female foeticide, the campaign couldn’t have come sooner.  The objectives of the initiative are listed as prevention of gender-biased sex-selective elimination, ensuring survival & protection of the girl child, and guaranteeing the education and participation of the girl child.

So far so good right? And with slogans like “beti bachao, beti padhao” it seemed like the initiative would bring a new dawn for the daughters of the nation.

Image source

However, looks like they’ve taken a major detour from “beti bachao, beti padhao” to the same old regressive patriarchial angle. This is a new wall painting as part of the campaign:

Image source

Notice anything off about it yet? The incredulously clueless slogan on the wall reads:

“Kaise Khaoge unke haath ki rotiya,

jab paida hone nahi doge betiyan.”

Which translates to “How will you eat rotis made by their hands, when you don’t let daughters be born”.

Yes, because the major incentive towards letting a girl be born should be to have her make rotis for you. Why didn’t you say so earlier? This ad campaign feels more like a promotion for traditional gender roles, rather than prevention of female foeticide.

People on the Internet are understandably livid for all the right reasons:

1. And to those who say but I suck at cooking, stay hungry then.

2. In a nutshell.

3. Primitive doesn’t even begin to cover it.

4. Logic is literally screaming from the grave.

5. And who in their right minds approved this?

6. Using one regressive practice to combat another regressive practice. Wow.

7. I can’t even.

https://twitter.com/DaenerysIsHere/status/1000657406509101056

8. Just out of spite, I’m never making another roti in my life.

9. When are people going to learn???

10. Slow claps for the “creative mind” behind the ad.

11. Right back where we started.

12. The more I look at it, the more I want to scream!

13. Looks like that is indeed what we’re saying.

14. Because, patriarchal norms for the win always! Right?

15. They need to take a serious look at their campaign objectives.

It seems like every time we take 2 steps forward, we immediately go back by 4 steps. At this rate, a nation where we finally free our girls from the patriarchial burden they’ve been suffocated under since forever will always remain a distant dream. This is a major fault on the part of whoever is behind this particular ad. In an effort to combat female foeticide, promoting patriarchial norms is like pouring acid on a burn to heal it. Shame.

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