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In Madhya Pradesh, in a first of its kind initiative, the state govt will appoint girls as a district Brand Ambassador who has recorded significant achievements in any field under the Beti Bachao-Beti Padhao scheme.

Beti Bachao, Beti Padhao is a personal campaign of the Government of India that aims to generate awareness and improve the efficiency of welfare services intended for girls. The scheme was launched with an initial funding of ₹100 crore.

The Beti Bachao, Beti Padhao (BBBP) scheme was launched on 22 January 2015 by Prime Minister Narendra Modi. It aims to address the issue of the declining child sex ratio image (CSR) 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. It initially focused multi-sector action in 100 districts throughout the country where there was a low CSR.

The hashtag #SelfieWithDaughter was promoted on social media in June 2015, which started when Sunil Jaglan the sarpanch of the village Bibipur, Jind in Haryana took a selfie with his daughter Nandini and posted on Facebook on 9 June 2015. The hashtag garnered worldwide fame.

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