Mumbai: Prega News, India’s leading pregnancy detection card with 85 per cent Market share from the house of Mankind Pharma launched its expert pregnancy care solution range with renowned celebrity Kajal Agarwal for Southern market.
The brand aims to expand its presence in the southern region and elevates the brand proposition of providing products that are required during pregnancy. The brand has been rigorously focusing on the South Market for the last three years, resulting in exponential growth in markets like Karnataka, increasing from 65% (As per MAT March 22) to 85% (As per MAT March 24).
During the event, Kajal Agarwal highlighted the crucial role of early pregnancy detection in safeguarding the health and well-being of both mother and baby.
Prega News is known for providing the most accurate results, and with production expansion, the brand provides a comprehensive reproductive range. She also shared her thoughts with the audience about the wide array of unbranded products available in the market that provide inaccurate and unreliable results.
The brand offers a holistic pregnancy care solution for the pre-, during-, and post-pregnancy phases, comprising six thoughtfully curated products developed after years of research.
1. Preconception Phase
Ova News Ovulation Detection Kit: Identifies the five most fertile days to maximize chances of conception.
PregaHope Preconception Tablets: Provide essential iron and folic acid to support the body during the pre-conception phase.
PregaHope Fertility Lubricant: Aids couples in enhancing their fertility for better chances of conception.
2. During Pregnancy or Pre-Natal Phase
Prega News and Prega News Advance: A hassle-free pregnancy test kit with an easy-to- use thumb grip, removing the need for containers or droppers. It offers rapid pregnancy tests in a single test.
Prega News Value Pack: Includes two pregnancy test kits, two urine containers, and two gloves, ensuring a convenient and hygienic testing process.
3. Pre-Natal and Post-Pregnancy Phase
PregaHappy Anti Stretch Mark Cream: It reduces stretch marks and itching during both pre-natal and post-natal phases.
The event was attended by over 70 influential mom influencers, including Meghana Raj, Lasya Manjunath, Anjali Ttota , Nisha Agarwal, Sujatha Shivakumarr , Sanjjanaa Galrani ,keerthi Jai Dhanush and many others. These influencers hold strong prominence in key regional markets such as Chennai, Bangalore, Hyderabad, and Karnataka, which amplified the event’s reach and visibility.
Mankind Pharma associate VP, Sales & Marketing Joy Chatterjee said, “Since the launch of our entire Pregnancy care range as Expert Pregnancy Care Solution Partner last year in North, East and West Market with a renowned Bollywood celebrity Sonam Kapoor along with 55 popular mom influencers like Smriti Khanna, Anita Hassanandani, Mahi Vij Pooja Banerjee, Kishwer Merchant to name a few. We have received tremendous support and love from our target audience. We are proud to have established a niche in this segment by offering essential products for the different stages of pregnancy. To increase awareness, we have partnered with our brand ambassador, Kajal Agarwal, who will help us forge a deeper connection in the South Indian market. Through her influence, we aim to reach and better serve the community of mothers in this region”.
Speaking on the launch, regional brand ambassador (South) Kajal Agarwal said, “Motherhood is a beautiful journey that begins with the joy of discovering you are pregnant. During this phase, it is important that an individual relies on an accurate pregnancy detection tool. Prega News has been one of the most trusted pregnancy detection kits in India for decades, and it’s an honor for me to represent this esteemed brand.
The brand has been able to create a benchmark for itself in the category, and the new range of products are designed to empower women throughout their journey to becoming mothers.
Prega News has evolved into a go-to brand for women trying to conceive, providing reliable support every step of the way”.
Mumbai: Integrated marketing and communications agency Team Pumpkin has announced the continuation of its partnership for the fourth year in a row with Prega News, a trusted and renowned name in the field of maternal healthcare and pregnancy testing. Team Pumpkin has been retained to manage Prega News’ ongoing mandates for social media, SEO, website development and management, and performance marketing.
Prega News, India’s number one* pregnancy detection test kit with 80 per cent market share, is a brand of Mankind Pharma, and has been a pioneer in providing innovative and reliable pregnancy testing solutions to women for over a decade. With a commitment to empowering women with timely and accurate information during their pregnancy journey, Prega News has garnered a strong reputation in the healthcare sector.
Team Pumpkin has been known for its strategic approach to brand communication and its proven track record in delivering results. In the past three years, Team Pumpkin has planned and executed campaigns such as “Mark of Strength,” “She Is Imperfectly Perfect,” and “She Can Carry Both.” These campaigns have won several awards.
Commenting on the extension of this partnership, Mankind Pharma AVP – sales & marketing Joy Chatterjee stated, “We are glad to continue our association with Team Pumpkin for our digital mandate. Prega News has consistently strived to provide women with our expert pregnancy care solutions, and Team Pumpkin has proven to be an invaluable partner in helping us achieve our digital marketing goals. They have played a pivotal role in Prega News’ digital growth in the last 3 years by boosting our follower base through innovative and engaging social media campaigns. This partnership goes beyond a mere collaboration; it’s a testament to our shared vision of empowering women with accurate information and support during their pregnancy journey.”
Team Pumpkin co-founder and chief business officer Swati Nathani also commented on the partnership, saying, “This collaboration with Prega News is definitely an exciting milestone for Team Pumpkin. We are privileged to work with a brand that has consistently prioritized the well-being of women. We have proven our commitment to the cause by delivering strategic solutions for the brand’s growth. Our team looks forward to leveraging our experience and expertise to further enhance Prega News’ presence in the market.”
These mandates are being served by the different network agencies of Team Pumpkin. SEO and performance marketing are serviced by ROIsted, while web development is undertaken by Team Pumpkin’s tech vertical – Tech Pepo.
Mumbai: Jigsaw Brand Consultants, a leading player in the world of brand strategy and design, is delighted to announce an exciting collaboration with Prega News, a trusted name in women’s healthcare, to introduce two groundbreaking products: PregaHope and PregaHappy.
With its holistic and integrative approach, Jigsaw Brand Consultants had been mandated to create extension brands for the Prega News Portfolio by Mankind Pharma. This included the strategic direction for the brand architecture, identity packaging and communication design for the new brands.
“While creating extensions for the PregaNews brand, we did a deep consumer research to understand the needs women have around preconception, conception and pregnancy and the possibilities for new products and solutions to make her life easier. We found a lot of exciting possibilities and our product and brand recommendations were based on that” says Rutu Mody-Kamdar, Founder, Jigsaw Brand Consultants. Based on insights, Jigsaw built a brand architecture and extension strategy and built Prega as a masterbrand and created sub-brands such as PregaHope (pre-conception vitamins and lubricant) and PregaHappy (post conception stretch mark cream).
The new range of brand extensions were unveiled by Bollywood actress Sonam Kapoor in an illustrious launch ceremony in Mumbai.
About the range developed by Jigsaw Brand Consultants for Prega News:
● PregaHope Preconception Tablet for the Pre-Conception Phase supports the body in conceiving with the help of iron and folic acid tablets.
● PregaHope Fertility Lubricant in the Preconception Phase helps couples to conceive.
● PregaHappy Anti Stretch Mark Cream, has been introduced to reduce stretch marks and itching during the Prenatal and Post-Natal phase.
Mankind Pharma associate vice president – sales & marketing Joy Chatterjee said, “Prega News has been a trusted pregnancy detection partner for countless women for the last 13 years, and with a 99 per cent accuracy rate, Prega News is the leading in the market with 85 per cent share. 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. We are also excited about our collaboration with Team Jigsaw to bring this brainchild to execution and how they bring with them an ocean of experience in this space. They understand the consumer as well as the science of design and communication: especially one that is as intimate as ours. I am delighted to have found partners in them and look forward to the value they bring to the Prega News table.”
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: 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 : 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.”
Mumbai: Mankind Pharma’s pregnancy detection brand Prega News has come up with a new campaign featuring brand ambassador Kajal Agarwal. The brand has launched two TVC’s as part of the campaign accentuating the point that Prega News is one of the most assured and trusted pregnancy detection kits in India.
The TVC’s showcases that Prega News is the most reliable pregnancy kit for expecting mothers giving accurate results in only five minutes. The objective behind the film is to aware people of the benefits of the products.
“Our objective of the campaign is to aware people that Prega News not only gives rapid results but its highly accurate too,” said Mankind Pharma general manager – sales and marketing Joy Chatterjee. “We have become a preferred choice among doctors and expecting moms to be and that is what we played up in the narrative. While saying this, our backend team at Mankind effectively works on the product kits. Our association with Kajal matches our brand ethos, and we are pleased that with the collaboration we would be able to transmit the message to a lot of mothers.”
The first TVC reveals a pharmacy shop where the pharmacist is shown giving an ordinary pregnancy detection card to a woman. Seeing this Kajal intervenes and suggests giving India’s top pregnancy detection kit that provides accurate results and has the trust of doctors and millions of mothers. In the end, she shares that her doctors also recommended the same. The second TVC depicts that Kajal is an expecting mother, and she got the good news with the help of one and only Prega News.
The campaign involves 360-degree brand communications comprising mediums like television, digital, and print. The TVC is executed and conceptualised by the team at ADK Fortune.
“It is indeed an honour and a pleasure to be associated with Prega News, a prominent brand in the pregnancy detection cards. Indeed, the brand has become the most preferred product among expecting mothers. I am delighted to associate with the brand to spread the message of great joy and love,” stated Kajal Agarwal.
Mumbai: Prega News, the pregnancy detection card from the house of Mankind Pharma, has roped in southern actress Kajal Aggarwal as its regional brand ambassador.
The collaboration with the actor will help to strengthen the brand’s reach among the region’s large and widespread audience, said the company in a statement.
“The reason behind this partnership is that Kajal is someone to whom young moms can relate easily. Hence, we would like to leverage it and reach out to the expectant mother and be a part of their happiness in their motherhood journey,” stated Mankind Pharma general manager- sales & marketing Joy Chatterjee.
The objective behind the association is that Aggarwal will play an integral role in intensifying the brand’s reach in the Southern Indian market, in addition to promoting the brand at a pan-national level also. As part of the association, the brand will soon launch a 360- degree campaign which will be led by television, print, and digital platforms.
“The brand gives good news in a few minutes and is known for its accurate results. Indeed, it has become a preferred choice for expecting mothers. This is an extremely valuable association for me, and I look forward to a meaningful partnership with the brand,” said Aggarwal on the brand association.
