London, March 7 -- A leading London-based media and marketing agency, Here&Now365, has launched "The Missing", a campaign highlighting concerns around the imbalance in birth ratios among Indian-origin families in the UK, the release said.

The Missing aims to spark reflection and conversation within communities about the value of daughters and the need to confront harmful norms.

The campaign follows analysis of Office for National Statistics (ONS) birth data showing that between 2021 and 2025, approximately 118 boys were born for every 100 girls to Indian mothers in the UK.

The national average across all ethnicities is around 105 boys to 100 girls, while ratios above 107 are widely recognised by demographic experts as a potential indic...