Everyone is aware of the marketing campaign ‘Beti Bachao Beti Padhao’, initiated by the Government of India that proposes to raise awareness about the welfare of the girls. The campaign was launched in 2015 and was appreciated a lot. It aims to address the issue of the declining child sex ratio image and is a national initiative jointly run by the Ministry of Women and Child Development, the Ministry of Health and Family Welfare and the Ministry of Human Resource Development. However, looks like the government has taken a major diversion from beti bachao, beti padhao to the same old regressive angle ‘Beti Bachao Roti Banwa’. Also Read - Coronavirus in India: Death Toll Crosses 1-Lakh Mark, Active Cases Below 10 Lakh | Key Points

A new wall graffiti can be seen that is going viral on social media owing to its regressive content. Several people on social media are putting up photos of the wall graffiti and criticising it. In its bid to protect girls, the message reads, “Kaise khaoge unke haath ki rotiya, jab paida hone nahi doge betiyan.” The translation says, “How will you eat rotis made by their hands, when you don’t let daughters be born”. Also Read - Centre Issues SOPs For Partial Reopening of Schools From Sept 21 For Classes 9-12 | Details Here

This ad campaign feels more like a promotion for traditional gender roles, rather than prevention of female foeticide. Also Read - Coronavirus: India’s Total Tally Crosses 4 Million, Five States Record Highest Number of Cases | Key Points

Twitterati explodes with rage after seeing the image. One of the users has written, Beti bachao, Kaam pe lagao, Roti sekao. Make your personal rotis, fool,” another one has written, “Which primitive minded fool made this? Beti isn’t a roti maker! Paint it in your face.”

Check out the tweets here:

Female infanticide in India has a history spanning centuries. Poverty, the dowry system, births to unmarried women, deformed infants, famine, lack of support services and maternal illnesses such as postpartum depression are among the causes that have been proposed to explain the phenomenon of female infanticide in India. However, such campaign or a message may disfavor the feminism.