Social media is one of the most powerful ways to get a message across in the 21st century - so at a worrying time for women's rights in India, Prime Minister Narendra Modi launched the #SelfieWithDaughter campaign to try to improve the standing of women in the country.

Thousands of men have taken part, posting pictures of themselves with their daughters and sharing heartwarming messages of love.

The social media campaign was started as part of the 'Beti Bachao, Beti Padhao' (Save Daughters, Educate Daughters) scheme, which aims to improve welfare of girls and end female foeticide in India, which is a real concern as the sex ratio continues to decline in many districts of India.

The Prime Minister himself took to social media to urge fathers across India to get involved with the campaign.

The powerful reason fathers across India are sharing selfies with their daughters