Prega News celebrates 10 years with #PregaMoment campaign

Conceptualized by ADK Fortune, the campaign has been executed by the advertising agency Havas Worldwide

e4m by exchange4media Staff
Updated: Sep 8, 2020 2:40 PM

Celebrating 10 years of its existence in the Indian market, home pregnancy test kit brand Prega News has rolled out its digital campaign #PregaMoment.

The brand has witnessed over 20% spike in its usage during the lockdown making it the preferred choice for women to check pregnancy status in the comfort of their home. The campaign has recreated some special moments shared by its users and showcase how each woman has a different story to tell about the time they received the news of their pregnancy.

According to UNICEF an estimated 116 million babies will be born worldwide during COVID-19 pandemic and the highest number of births taking place will be in India with approximately 20.1 million babies. Prega News has a market share of around 80% making it the leader in pregnancy test card segment. The campaign aims to captures a gamut of emotions to express the best 'good news' one can receive in their lives.

As part of the campaign, all mothers can visit the site and share their unique #PregaMoment stories especially created for this occasion. 

The two-month-long campaign will run on television and all digital platforms of Prega News. The film will also be released across India in four regional languages (Marathi, Bengali, Telugu, Kannada & Hindi) so that the maximum number of women can participate and share their #PregaMoment. 

Conceptualized by ADK Fortune, the campaign has been executed by the advertising agency Havas Worldwide. The campaign comes in the trying times of the pandemic as a ray of hope for the expecting mothers and as a beautiful memory for others. The brand's objective is to cheer up couples all over and connect with them once again to mark their glorious journey.

Commenting on the campaign, Rajeev Juneja, CEO, Mankind Pharma, said, “Millions of women have embarked on a journey of motherhood and we take pride in being their companion during the happiest moment of life. We have tried to bring forth such stories of our customers who have celebrated the special news either by breaking into a happy dance or by shedding a few tears of joy. As a brand we are committed in offering the best of the products. We have enjoyed the market leadership for the past 10 years and equally excited with the increase of our sales during the pandemic. This is one of the categories that has seen a huge jump in the Pregnancy Test card (PTC) Business.”

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