Mankind Pharma and ADK Fortune launch new campaign to tackle gender inequality
The campaign which was released a week before Mother’s Day was supported with other communication material apart from the film
Prega News- a pregnancy detection kit, manufactured and marketed by Mankind Pharmaceuticals, is a category leader. For years, it has been bringing ‘good news’ to soon to be mothers. And, to take this relationship forward, Prega News launched its new campaign #preganewsmeansgoodnews targeting the Indian families and their regressive mindsets.
Gender inequality is a pertinent issue prevailing all over the world; however, its presence in India is far more complex. The preference for a son over a daughter has been deeply instituted in the Indian minds which leads to nothing but grave consequences that curbs the nation’s growth. But, with this new initiative, Mankind Pharma and ADK-Fortune hope to bring a change in people’s outlook. They request their audiences to wish for a healthy child, irrespective of their child’s sex.
Commenting on the campaign, Rajeev Juneja, CEO, Mankind Pharma, said that “Prega News is not just a category leader, but also a thought leader. In the past, we have struck a chord with our consumers through our forward thinking. This time with our campaign we have tried to break another stereotype. Our society has been gender biased for a long period now and it is high time we get over it.”
The campaign has been conceptualized and executed by ADK Fortune. Akashneel Dasgupta, NCD, adds “When a child is about to be born in our society, what everyone wishes for is a baby boy. With our initiative #preganewsmeansgoodnews, we are urging people to wish only for a healthy child and mother. Nothing else.”
The campaign, which was released a week before Mother’s Day, was supported with other communication material apart from the film.
More information about the campaign can be found on Prega News’ website and its Facebook page.
Mother’s Day 2019 by Preganews
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