Mumbai: Prega News, India’s leading pregnancy detection card with an 85 per cent market share in the category, has unveiled a new range of products designed to support women and enhance their entire journey of motherhood. Versatile and renowned Bollywood actress Sonam Kapoor was present at the event to unveil the new range of products.
The event kicked off with an engaging conversation, highlighting the importance of early pregnancy detection for ensuring the well-being of expectant mothers and their babies. It also enlightened the audience about the wide array of unbranded products available in the market that provide inaccurate and unreliable results.
The brand launched six new products in three different pregnancy phases:
Pre-Conception Phase
1. Ova news ovulation detection kit to identify the five most fertile days when women can conceive.
2. PregaHope preconception tablet for the pre-conception phase supports the body in conceiving with the help of iron and folic acid tablets.
3. PregaHope fertility lubricant in the pre-conception phase helps couples to conceive.
During Pregnancy or Pre-Natal Phase
4. Prega News advance for detection phase requires no container or dropper and comes with an easy-to-use thumb grip. It allows for rapid pregnancy tests with a single step.
5. Prega News Value Pack comes with two Prega News kits, two urine containers, and two gloves to make the entire process convenient.
Pre-natal and post-pregnancy
6. PregaHappy anti stretch mark cream, has been introduced to reduce stretch marks and itching during the pre-natal and post-natal phase.
The entire product range has been introduced to offer complete pregnancy care solutions pre, during and post-pregnancy phases.
This marks the transition of Prega News from ‘Pregnancy Detection Card’ to ‘Expert Pregnancy Care Solution Partner.’
The company’s decision to expand the product comes from the novel idea of empowering women to make informed choices and consider health as their main priority. The launch marks the recognition of Prega News as the ‘Expert Pregnancy Care Solution Partner’ to provide complete reproductive care. With this the brand has also altered its logo to mark the transition.
The mega event was attended by more than 60 prominent mom influencers, including well-known TV celebrity moms such as Kishwer Merchant, Anita Hassanandani Reddy, Mahhi Vij, Pooja Banerjee, and others. It also sheds light on the critical importance of early pregnancy detection for ensuring the good health of both mothers and babies.
Speaking on the launch, actress Sonam Kapoor said, “Motherhood is a beautiful journey, and it starts with the joy of knowing you are pregnant. I understand how crucial it is to have a reliable and accurate pregnancy detection tool in the middle of anticipation and excitement of pregnancy. Prega News has been a trusted pregnancy detection partner for countless women for last 13 years and I am elated to be a part of this collaboration. We are not only celebrating motherhood but introducing a range of products that will empower women on their path to becoming mothers. It is an honor to be associated with Prega News, a brand that has been a cornerstone of maternal care in India for over a decade. I extend my heartiest wishes to them to become an expert pregnancy care partner.”
Mankind Pharma associate vice president, sales & marketing Joy Chatterjee said, “Prega News has been consistently trusted by millions of women in the pregnancy detection category. We are truly excited about the new product expansion and the positive impact it will have on expectant mothers. The products have been crafted finely following years of research to ensure a smooth pregnancy journey at every stage whether it is pre, during or post phase. With the expansion of these new products, we aim to enhance the overall experience for to-be mothers. We are quite optimistic that by offering these solutions, we strive to develop a deeper connection with the community of mothers we serve”.
Mumbai: Grapes, an integrated communications agency, won the digital AOR mandate for AcneStar, an anti-inflammatory and antibacterial Gel and face wash from the house of the pharmaceutical giant, Mankind Pharma. The client will be serviced by the agency’s New Delhi office.
As per the mandate, Grapes will be responsible for the overall digital strategy and planning for AcneStar. The scope of work includes services such as content planning, digital marketing strategy, social media management, search engine optimisation (SEO) and online reputation management (ORM), along with the agency offering its paid media services.
AcneStar, a trusted brand in the skincare domain, has been at the forefront of delivering effective and reliable solutions for acne-related concerns. This partnership opens up exciting avenues for the brand’s growth and expansion. Leveraging Grapes’ proven expertise in crafting innovative campaigns and integrated communication strategies, AcneStar aims to strengthen its market presence and reach a broader audience while staying true to its commitment to quality and customer satisfaction.
Commenting on this partnership, Mankind Pharma associate vice president – sales & marketing Joy Chatterjee said, “We are delighted to have Grapes on board as the digital AOR partner for AcneStar. Grapes demonstrated a deep understanding of our brand’s essence and presented compelling ideas that align seamlessly with our brand vision. With their extensive experience and creative skill, we are confident that this partnership will play a pivotal role in further elevating AcneStar’s brand positioning.”
Grapes co-founder & CEO Shradha Agarwal also expressed enthusiasm for the partnership, stating, “Grapes is happy and honored to have been given the responsibility of managing AcneStar’s digital mandate. We are dedicated to launching effective and cutting-edge campaigns that connect with the target market and increase brand engagement. We anticipate reaching new success milestones with AcneStar and Mankind Pharma.”
Mumbai: Mankind Pharma’s Ayurvedic Gas-O-Fast has rolled out an extension of its ‘India ki Acidity ka Indian Ayurvedic Solution’ campaign. The brand came up with a digital campaign featuring Namit Das to effectively communicate the message that Ayurvedic Gas-O-Fast can address the common acidity problem in India. For creating a presence in the regional market, the brand also launched a multilingual TVC campaign, with Kanneganti Brahmanandam and Biswanath Basu, for better brand awareness in the South and East, respectively.
Aiming to reach a wider audience base, this year the brand initiated a well-planned 360-degree campaign aiming to amplify the brand’s reach and seek deeper penetration into the market. As part of the campaign, the brand executed multiple activities. In the first instance, Ayurvedic Gas-O-Fast activated an OOH campaign to strike a chord with the audience.
The brand has launched the activity across Pune, Kashmir, Uttar Pradesh, Gujarat, Rajasthan, and other parts of India. It took a multi-dimensional route with hoardings in Pune, boat branding in Dal Lake, Srinagar, station branding in Gujarat and Rajasthan, and wet sampling in Uttar Pradesh to reach out to customers. The activity also included branding activity and TV series integration on Colors TV, covering different media channels. It aimed to reach out to non-digital audiences who still rely on traditional media to stay informed.
Additionally, rather than restricting themselves to a few mediums, the brand has also devised various offline event sponsorships. With the objective of further enhancing the impact created by multilingual TVC campaigns, the brand presents Times Sharod Shrestho 2022 in association with Times of India. It was done by being a part of the Durga Pujo gaiety during the most awaited and biggest festival in West Bengal. The campaign was able to create visibility across numerous Baroari (community-based) pujas in Kolkata.
Furthermore, in an attempt to make inroads into the rural market in West Bengal, another activity was undertaken. The brand, in association with Radio Mirchi, presented an event called Mirchi Para Football. The match was an amateur football event and Ayurvedic Gas-O-Fast sought to target the audience across the districts of Midnapore, Berhampore, Barasat, and Siliguri for better brand penetration and visibility. These events were well supported with the help of digital promotions on social media handles and websites, newspaper editorial coverage, print advertorials, and announcements on radio channels.
Speaking about the campaign, Mankind Pharma associate vice president of sales and marketing Joy Chatterjee said, “The Indian audience is very vast, which reflects diverse trends. In order to reach them, the one-size-fits-all concept becomes obsolete and requires a more multi-faceted approach to increase visibility among the audience. We sought to cater to all types of audiences with this campaign.”
Mumbai: Prega News has rolled out the second leg of campaign #JustTakeTheRest. The brand has previously stated a series of pickle ads bursting the myth by showing that the only way to confirm pregnancy is to take the test.
Conceptualized and executed by Grapes, the fun and quirky campaign subtly explains that there are thousand so-called “indications” of pregnancy but only ‘One’ sure shot way of knowing is to have Prega News, which gives guaranteed quick results to confirm whether or not one is pregnant. So you don’t have to depend on one’s food habits to confirm the good news #JustTakeTheTest today and be sure. The brand has posted interesting creatives on social media, which relates to the audience well.
Speaking on the campaign, Grapes CEO and co-founder Shradha Agarwal said, “It’s a fact that conversations keep hovering when you’re expecting. There are times when people either look for signs or depend on their cravings. Though certainly, such things are part of pregnancy it’s not absolute to confirm one is expecting a child. Hence, it is always better to take the pregnancy test and get a sure shot confirmation. After receiving the objective from the client, we thought of doing this campaign in a fun way, which invokes humour, but simultaneously spread the message. #JustTakeTheTest campaign aims to create awareness among consumers that rather than creating a commotion to share the good news, first get accurate results as it helps in taking the right steps for your little one early on, and helps in seeking guidance from a doctor in the initial stage, before celebrating the news.”
Commenting on the campaign, Mankind Pharma associate vice president Joy Chatterjee said, “The campaign aims to burst the myths around pregnancy. The most common conversations like women craving for pickles, feeling low, gaining extra kilos to establish that it doesn’t specify one is expecting a child. These are all just speculations, which we keep hearing in our lives, or get a lot of advice from people. These connotations should be avoided, and one must not be dependent on myths anymore. The campaign #JustTakeTheTest encourages people to take the pregnancy test, and get rapid, accurate results by switching to Prega News.”
Mumbai: Leading pharma company Mankind Pharma has launched an OTT platform called Docflix exclusively for doctors, paramedics and aspiring doctors.
The platform is launched by the newly set up digital team at Mankind under the guidance of Mankind Pharma head of digital Rinkesh Shah. The new team brings in a plethora of experience in the health care professional (HCP) engagement space and has observed the growth of the medical professional’s space in India and Asia in the last decade.
In conversation with Indiantelevision.com Mankind Pharma senior president, sales and marketing Sanjay Koul speaks about OTT platform Docflix which only targets the medical fraternity.
Koul told, “Mankind Pharma has hired a team of alumni of the National Institute of Design to ensure the best representation of data and figures, directors, and script writers who can weave science into a story to deliver the message in a fun and engaging way.”
“It is a new age OTT platform with a wide range of scientific content tailored to various practice needs of doctors. Design, story, and convenience are three strong pillars of the platform that will deliver unique, authentic, and reliable scientific content,” he added.
Sharing the vision behind Docflix, Koul said, Docflix is a manifestation of Mankind’s understanding of the new definition of learning and is meant to be a platform that will not only present the best of medical science but also delve into the art behind the science.
“With Docflix, we envision a new age global knowledge platform that will be a humble partner in the learning journey of all our doctors,” he said.
Sharing details about the content line up on Docflix, he said that the platform will have twenty different shows on varied subjects, a few shows include Science Simplified, Legend Inside The White Coat, Stitch In Time, Cardio Unflip, Digital For Doctors, Medico-Legal Cases In India, and Vantage Point among others.
Explaining where Docflix stands in the age of Netflix and Amazon Prime Video, he said, there is currently no video-only platform for doctors globally at scale. Docflix is one of .
Not just on OTT platforms, there’s a lot of informative content available across video sharing platform YouTube as well. Sharing how Docflix will make a difference, Koul noted, “Content for doctors today is just delivering science. A doctor is a student all life. It’s important to make the content which is short, has a story and is engaging; however, very little content covers these parts. Docflix will fill this gap for the medical fraternity.”
According to him, it’s not the OTT platforms but YouTube channels, global players like learning platform Osmosis, clinical news platforms Medscape and M3 that are the real competitors of Docflix.
On being asked if he really thinks that while people are already bombarded with a lot of content, Docflix will really make a difference? He answered, “The new world brings a problem called infodemics. Means, we have a lot of information but there’s a dearth of reliable, relevant, and palatable content. Plus, the convenience of accessing this on a high-tech platform is a necessity today for doctors which is missing.”
“We are the ones breaking the saturation and the need for this is very high,” he highlighted.
Talking about the marketing strategy for Docflix, he said, “We are looking at unique never tried mediums to market Docflix. Other than the large field force of Mankind, we will use all digital and social media promotional channels.”
“We also have AI-based automation engines to personalise communication with customers,” he noted.
However, the platform is not going to have any advertisers unlike most OTT platforms. “We at Mankind are committed to supporting doctors in their knowledge and learning journey and thereby aid them in taking their clinical decisions faster. We are currently not taking any advertisers onboard,” said Koul.
He concluded, Docflix will feature a three-level subscription model and none of them is paid. The subscriptions are based on different levels of the learning journeys of doctors. It’s a free platform for doctors.
Mumbai: A 360-degree brand solution and digital agency, Team Pumpkin retains its digital mandate for Prega News.
Team Pumpkin has been handling the account for Mankind Pharma’s Prega News for a long time. As a part of the mandate, the digital agency will continue its role in handling social media, media planning, media buying, PR, and ORM for Prega News. The agency will also be responsible for the digital strategy and pursue the brand’s loyalty with consistent brand essence.
Team pumpkin has been working with Prega News for the last two years across different areas and assisted the brand to grow its digital follower base with over 2.37 lakh fans across all social media platforms combined.
The agency has executed some impactful campaigns like ‘She Can Carry Both.’ & ‘Cool Hai Meri Maa’, has gained over 16.9+ million video views across YouTube channels.
Team Pumpkin chief business officer Swati Nathani said, “We are overjoyed to be the digital partner of Prega News, a brand which has always been very supportive and refreshing to work with. Extending the digital mandate in itself is a compliment to us and the team. We are excited to add more value to the brand.’
Prega News deputy general manager Joy Chatterjee added, “We feel ecstatic to extend Team Pumpkin as our digital agency. It has been a splendid experience working with their team. We are looking forward to creating more motherly campaigns and driving customer engagement across platforms.”
Mumbai: The leading pharmaceutical company Mankind Pharma has announced the launch of Docflix, an OTT platform only for doctors. Along with building scientific content through the expert team of doctors, Mankind Pharma has also hired the National Institute of Design pass-outs team to ensure the best representation of data and figures, directors and scriptwriters who can weave science into a story to deliver the message in a fun and engaging way.
With the launch of Docflix, the company is committed to bringing world-class content and technology to Indian doctors under the parent umbrella of Mankind Pharma. The new vertical will add to the commitment of the company to “serving life” and ensure to put knowledge first for Indian doctors.
The platform will have twenty different shows on varied subjects, a few shows include Science simplified, Legend inside the white coat, Stitch in time, Cardio Unflip, Digital for doctors, Medico legal Cases in India and Vantage point.
On the technology side, the team is building an AI-enabled personalized interface to deliver individual experiences on the platform. Technological innovations are aimed to deliver convenience to consume content.
Leading expert doctors in cardiovascular space have already partnered with Mankind to build reliable and authentic content that helps doctors in taking clinical decisions faster and thereby aid in reducing cardiovascular mortality rate in the country, which have become the leading cause of mortality in India.
There are several platforms for Doctors to deliver routine content, however, with changing times content delivery formats have become redundant and repetitive. Also, doctors have limited time in our country considering the large gap of doctor to patient ratio. Considering, this Mankind pharma is taking conscious steps to deliver engaging scientific content created by doctors specialised in their fields, in short, and video formats.
Announcing the launch, Mankind Pharma senior president India business Sanjay Koul said, “We are happy to announce our launch in the Digital HCP engagement space with Docflix. It is a new age OTT platform with a wide range of scientific content tailored to various practice needs of Doctors. Design, Story and Convenience are three strong pillars of the platform that will deliver unique, authentic and reliable scientific content.”
Mankind Pharma president of India speciality business Atish Majumdar said, “One of the greatest disruptions that the pandemic has caused is the way we, as humans, have perceived learning.”
“Docflix is but a manifestation of Mankind’s understanding of the new definition of learning and is meant to be a platform that will not only present the best of medical science but also delve into the art behind the science. With Docflix, we at Mankind envision a new age global knowledge platform that will be a humble partner in the learning journey of all our doctors. The platform is launched by the newly set up digital team at Mankind under the guidance of head of digital Rinkesh Shah. The new team brings in a plethora of experience in the HCP engagement space and has overseen the growth of the doctor platforms space in India and Asia in the last decade. The team is uniquely equipped to deliver on the promise.”
On this, Rinkesh Shah said, “It’s important that scientific content is simplified and made interesting for doctors to consume in a short time. The need for continuous education for doctors is very high and thus we at Mankind are committed to making this journey of doctors convenient and engaging. We aim to offer an uncompromised world-class quality experience with reliable scientific content from Indian and global experts and a platform enabled with the latest technology in the OTT space.”
MUMBAI : Mothers everywhere and, perhaps, more so in India are held to unreasonably high standards, wherein they are expected to lean in at work whilst remaining primarily responsible for the domestic front. This perennial balancing act leads to an intense pressure to ‘perfectly’ manage both work and home for most working moms today, or ends with guilt about their inability to live up to socio-cultural ideals of a ‘good mother.’ It is this narrative that Prega News’ latest campaign #SheIsImperfectlyPerfect released ahead of Mother’s Day chooses to highlight and challenge. The pregnancy detection brand from the house of Mankind Pharma unveiled the second leg of the campaign on Thursday with celebrity influencers and mom bloggers that further attempts to normalise a more ‘realistic’ version of motherhood.
IndianTelevision.com caught up with Mankind Pharma general manager- sales & marketing Joy Chatterjee to find out what drives the brand to challenge societal stereotypes on a sensitive subjects like pregnancy and motherhood. The interaction also saw a deep dive into the brand’s journey from 2007 to becoming a leader in the category with an 82 per cent market share through its marketing activities.
According to the brand, it has witnessed a steep spike of over 20 per cent in its demand during the Covid-19 lockdown, and has been growing in healthy double digits annually. Over the years, Prega News has managed to create a unique brand proposition, becoming synonymous with ‘at-home pregnancy detection.’
A marketeer who self-confessedly “works to balance bottom and top line” with more than 20 years of Industry experience, Chatterjee currently heads the OTC division of brands like Manforce, Health ok, Gasofast, Acnestar, Unwanted 72 etc- apart from Preganews- at Mankind Pharma, having joined the company in 2006.
By Anupama Sajeet
Edited excerpts:
What was the thought behind the #SheIsImperfectlyPerfect concept, and why do you think it is essential to get these conversations going?
There is always needless pressure on every mom to be perfect, which puts her in self-doubt about being a good mother. The campaign encourages society to embrace the imperfection of a mother who is always on her toes to work best for her child. The entire ad was curated with the aim to spread the message that it’s completely fine to be not so perfect. The film breaks the age-old narrative of mothers always portrayed as the perfect personalities, highly adept at everything they do. It disintegrates this stereotypical image of a mother who always forces herself to be perfect in everything.
With time the number of working women has increased over the years and the trend of living in a nuclear family has been evolving as a lifestyle option. Considering that this number is only going to escalate in the future, it is important to have conversations around embracing the imperfection of a mother to not pressurise the new generation and make them scared to enter the motherhood phase in their lives. We have all observed that working mothers are always chasing the balance between her job and being a mother. The pressure of being perfect makes her life stressful. We don’t want our mothers to live in any stress or guilt for not being able to meet the expectations of a “perfect mother” imposed by society.
What worked in favour of creating brand recall value for Prega News since its inception?
Since its inception in 2007, throughout the journey, the brand focused on educating women and their families about pregnancy to break the stereotypical mindsets and to address the myths existing in society. We continuously come up with campaigns be it on digital or on TVC to spread awareness and take a firm stand on what we believe in as a brand. These campaigns helped us in creating a special bond with the target audience.
One thing that majorly worked in our favour was that we were determined to develop an emotional connect with the audience by shedding light on the various issues faced by women and also portraying an inclusive conversation aimed at bringing about a social change. The primary purpose at Prega News is not to promote the product but we strive to touch upon the lives of our consumers and create awareness around the sensitive topic of pregnancy. We closely study the problems existing in society and come up with solutions to help people get acquainted with the options they have ahead. At Prega News through our initiatives, we urge the people to be more responsible when it comes to pregnancy.
Given that this method (pregnancy home test kit) was very new for the rural masses, we strived to create awareness around pregnancy care for which we worked towards breaking the stereotype connected to pregnancy detection cards in rural India. Considering the intensity of preconceived notions existing in these parts of the country, we tied up with Asha workers and local NGOs who hold a strong influence on people as key opinion leaders for effective message reception amongst the audience. Also, to create awareness, we organised a caravan activity for 25 days across 125 districts of Uttar Pradesh to establish a better line of engagement with the people there through door-to-door invitations, announcements and distribution of gifts, and many fun activities. We took the opportunity to give detailed information on the do’s and don’ts during the pregnancy. From the proper diet with the right nutrition to what food to avoid was touched upon at large in the activity.
Over the years, the brand has collaborated with some of B-town’s leading actors and of late, influencers. What was the idea behind roping in celebrities?
We aimed at leveraging the various tools to increase our visibility amongst the potential audience throughout the journey of Prega News. When we started in 2007 we wanted to make the brand a household name by making it acquainted with the people at large. For which we collaborated with Neha Marda who was a popular face at that time in every household. Therefore, by roping in Marda we were able to introduce our product in the market. Over the time when we realised that Prega News has made a decent place in the market we wanted to amplify our reach by making it the top brand in the country. For this, we collaborated with leading B-town actors such as Kareena Kapoor Khan, Anushka Sharma and Shilpa Shetty to give mileage to our brand reception. Further to penetrate deeper into the market we also ventured into influencer campaigns where we roped in more than 21 regional mommy bloggers in an influencer activity campaign to spread awareness about the important RTBs of Prega News for expectant mothers.
Considering that pregnancy is a very sensitive topic, what is the primary challenge you have faced in the segment?
The lack of awareness amongst the people is the biggest challenge the brand faces till now. From the very initial stage, it has been a persistent roadblock acting as a deterrent that makes people skeptical about the product and inhibits them from coming forward to find solution to their persisting problem. Hence, to overcome the challenge we realised that along with the promotion of the product we needed to elaboratively talk about the sensitive problem of pregnancy at the root level and encourage women to break free from their inhibitions and come forward to try new solutions to improve the quality of their lives. To achieve this, we continuously organise on-ground events and collaborate with local NGOs and Asha workers to throw light on various aspects of pregnancy and make women acquainted with family planning as an important option.
How do you plan to further amplify the brand’s penetration into the market?
To penetrate deeper into the market beyond the metropolitan cities, we take an alternate route, as mentioned earlier. In order to reach out to the masses beyond metropolitan cities, we deliver content in their preferred vernacular language to ensure better reception. Previously, we have launched Shakti Awareness program to spread awareness about the product’s benefits. Through the programme, we stressed upon how the pregnancy detection kits were important for early pregnancy detection that could help in reducing any chances of health hazards for the baby as well as the mother. We tied up with local Asha workers and NGOs to spread our message and establish a more personal interaction with the local people. They became the solution providers for the women in the village, helping them with the healthcare-related needs.
The entire campaign was unique as it was the first time ever a pregnancy detection card brand had initiated rural activation. We organised local events at the field level to better interact with the audience. We invited 50 to 100 Asha workers and gynecologists to spread awareness around pregnancy and contraception. To date, we have organised 20 such events by tapping around 750 Asha workers across India.
Share about your recent inroads into regional markets with local brand ambassadors.
Over the years, we have realised that content is better received and reciprocated in the regional language. Audiences are better able to form connections with the brand and understand the comprehensive message the brand wants to convey when it is communicated in their own mother tongue. Hence, multilingual campaigns help in entering into a more concentrated market that lies beyond the metropolitan cities but can make up for a larger customer base. Hence, understanding that vernacular content enhances the brand penetration into the regional market, recently we collaborated with Kajal Aggarwal for a TVC as she is a well-known face in the South, helping us form better connectivity with the masses there. Prior to this, we had also roped in Priyamani to amplify our presence in the South and reach the remotest parts of the market. Likewise, Prega News is focusing to expand its visibility in other regional areas as well and has roped in Bengali Film actress Srabanti Chatterjee as the brand ambassador of West Bengal to intensify its reach and regional connection in West Bengal.
Tell us about your future plans. Any upcoming announcements in 2022?
Currently portraying a market share of 82 per cent, Prega News has marked consistent growth and come a long way from 67 per cent in 2019. Passionate to further expand our product into the unorganised and unbranded market we strive to form an emotional connection with the expectant mothers not just in metropolitan cities but make our presence felt in the rural market as well. Considering that the segment penetration across the country is very narrow, we are working towards a unified goal of increasing the penetration of kits from 17 per cent to 26 per cent by 2026.
We are intensively reaching out to small towns with the help of our rural outreach strategy to penetrate deeper into the regional market. Last year we launched an awareness drive with Asha workers in Lucknow to create awareness around the use of contraceptives and pregnancy detection cards. It was our first interactive session in Malihabad, Bachhwaran (Lal Ganj), Nawabganj (Unnao), Varanasi, Meerut, Kolhapur, Patna, and Bulandsheher in Lucknow and Bihar aimed at breaking the myths prevalent in society and motivating people to adopt family planning in advance. In the future too, the company is keen on conducting such sessions in a phased manner and amplifying its endeavor to educate people on sexually transmitted infections, different contraceptive methods, and regular use of available contraceptives.
Finally, would you say Prega News’ 2022’s Women’s Day campaign with its #SheCanCarryBoth message is at odds with your latest one for Mother’s day, which acknowledges that a mother can be humanly imperfect and not excel at every role as dictated by society?
Both the campaigns are unique in their own way touching upon the different aspects of women’s life. I would say that the message conveyed through #SheCanCarryBoth and #SheIsImperfectlyPerfect complement each other. When we said that women can don multiple roles, we never implied her to be perfect. We encourage the empowerment of women where we do not believe in putting incessant pressure on them. Rather we want them to explore new possibilities in life at their own will and at their own pace, and to evolve over time by learning from their own experiences.
Mumbai: To embrace the imperfection of a mother on this Mother’s Day, Mankind Pharma brand Prega News has launched a new campaign called #SheIsImperfectlyPerfect.
The video campaign advocates that it’s completely fine to be not so perfect. The film breaks the stereotypical image of a mother who always forces herself to be perfect in everything. There is always needless pressure on every mom to be perfect, that puts her in self-doubt of being a good mother. The campaign emphasises the fact that a mother is undoubtedly above all, as she is unique in herself.
The video depicts a working mother who forgot to order baby food for her child and later felt guilty about it. The campaign showcases how a mother is always under needless pressure to be perfect, which puts her in a self-doubt of being good at everything she does. As per the statistics, 81 per cent of mothers feel guilty at some point in their lives, with 21 per cent feeling this way most or all the time. The campaign spread the messages to embrace the imperfection of a mother who is always on her toes to work best for her child.
Commenting on the campaign Mankind Pharma general manager for sales and marketing Joy Chatterjee said, “Over the years Prega News has been instrumental in bringing joy and smiles on the faces of moms-to-be.”
“Through this campaign, we want to spread the message to embrace the imperfection of a mother who is unique in herself and undoubtedly above all. We would want to break the stereotypical image of a mother to be perfect in everything she does, and this Mother’s day, let’s celebrate the imperfection of a mother as #SheIsImperfectlyPerfect,” Chatterjee added.
Mumbai: In a bid to further penetrate into the Hindi-speaking and South markets, Mankind Pharma’s pregnancy detection brand Prega News has launched an influencer campaign. The brand roped in 21 regional mom bloggers and content creators to initiate conversations around the usage and recommendation of Prega News during the pandemic. Prega News claims to have 82 per cent share in the Indian market.
Regional influencers were engaged to break the stigma and lack of awareness around pregnancy which is still prevalent in the smaller cities and rural areas. With the help of content creators and influencers, the brand aims to disseminate customised messages for suiting the dynamics and temperament of the audience, thus helping women to relate to it, said the statement.
Among the influencers roped in are Surbhi Sharma, Nimisha Arora, Rashmi Thakur, and Varsha Balani. In all there 21 micro, macro and celeb influencer reels were put out on Instagram where the campaign clocked a reach of 6.5 lakh and impressions with 7.2 lakh views. The overall engagement was 31,000.
With the fear of the pandemic still looming, the Prega News home testing influencer campaign informed viewers that they don’t need to go out for tests during these precarious times. It recommends mothers to switch to Prega News Pregnancy Detection Kit from the convenience of their home to get rapid and accurate results in just five minutes. The kit will help them in taking the first step towards parenthood, which can be followed by required visits to Gynecologists for further care.
“With the help of Prega News we want to be the first in the womanhood journey to break the news of the pregnancy to the expectant mothers,” said Mankind Pharma GM – sales and marketing Joy Chatterjee. “In this endeavour, we want to take our product deeper into the country for presence across India, for which we resorted to regional influencers to expand our foothold in the Southern and other markets.”
