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Prega News' Mother's Day campaign urges corporates to pause and think

04-May-2017
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Prega News' Mother's Day campaign urges corporates to pause and think

Prega News, a brand that offers pregnancy detection kits, has released a new online campaign titled ‘Your Second Home’, targeting corporates. For Mother’s Day, the brand, marketed by Mankind Pharmaceuticals, pays tribute to women who continue to work throughout their pregnancy. The video highlights the issues expectant mothers face at their workplace. Since they spend most of their time in offices, the onus of making their lives simpler falls on the companies, according to the brand.

The campaign has been conceptualized and executed by ADK Fortune. The run time of 3:27 minutes tries to encapsulate the many troubles of a working and pregnant woman. The video sheds light on the emotional and physical demands of pregnancy and how uncomfortable furniture, nausea-inducing odor, inaccessible toilets, and more can affect a woman.

Asking corporates to be more sensitive to a pregnant woman’s needs is in line with the new Maternity Benefit (Amendment) Act. Last year, Bollywood royalty Kareena Kapoor became the face of the brand when she was expecting.

Brand strategy:

Commenting on the campaign, R.C. Juneja, Chairman, Mankind Pharma, said, “Prega News is a leading pregnancy kit brand and it is their responsibility to address issues about pregnancy. We wanted to focus on the challenges of pregnancy at the workplace as it also reflects our corporate philosophy of serving lives.”

Expert view:

Deepak Singh, Chief Creative Officer, The Social Street, said that the campaign has touched the right chords. “As a society, we have been made to believe that a pregnant woman should stay at home. Women have fought this mentality, continued to work, and proved their strength. The attitude of people around her in the workplace can reinforce her beliefs or shatter them. I feel that the ad will connect with the Indian audience, especially mothers and expectant mothers. The message is prompt and the music is good but the execution could have been better. The conclusion of the ad carries a strong message for the industry.”

 

Engagements:

Apart from the video, the campaign will try to engage the audience with more communication. The brand’s website has details for offices on how they can make their space pregnancy friendly. A microsite has also been launched specifically to support this cause. The brand is also announcing online contests for Mother’s Day.



Social media conversations:

The video is being appreciated online for its content.

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