Ministry of Women and Child Development (MWCD) has released three ad films as part of its ‘Beti Bachao’ campaign. The ad films have been conceptualised by Grey Group. The ‘Naming’ ad film shows a young couple as they settle for dinner. The husband instructs his wife to take care of herself and their unborn child. The wife asks if he has thought of a name as yet. The father-to-be confidently answers that the name would be ‘Raja’. The wife enquires about what he would name the child if it was a girl. The husband takes offence and doesn’t entertain that possibility. He hints an abortion saying that if they find out that it is a girl, he’ll look into what has to be done. Another film depicts a doctor’s clinic where a lady and her mother-in-law have arrived to get a sonography test done. Post the test, which goes well, the mother-in-law looks to find out the gender of the baby. Going further, she mentions that money shouldn’t be a problem.