It is reliably learnt that the Prime Minister Office (PMO) recently directed the Ministry of Women & Child Development to adopt a new slogan 'Beti Ka Maan, Rashtra Ka Samman' in all FMs/National TV Channels from Feb 2018. The slogan is reportedly crafted by Jyoti Kalash, a Nagaland cadre IAS officer. However, new slogans, however potent, have not proven effective in changing the warped psyche of a male-dominated society that continues to look at daughters as a liability. That may also explain why the financial incentives offered by the government have not yet done the trick that was intended. Since Indian society continues to be more influenced by Sadhus, Sanyasis, Granthis, and Fakirs, it may not be inappropriate for the government to reach out to them and pray to them to mount a national discourse on the issue.