Mumbai: Dad-A son’s first hero, a daughter’s first love. They are the warm, enduring presence in one’s life who always have one’s back- even if he may not say so, in so many words. The guiding influencer, who many-a-times put our needs before their own. That’s the indefinable role fathers play in their children’s lives.
Needless to say, the intangible, most often unspoken bond that one shares with one’s father needs to be celebrated every day. But internationally, the third Sunday in June is what’s especially celebrated as Father’s Day every year-an occasion for the renewal of the love and gratitude we bear to our fathers.
This year, it falls on June 20. And as with every special day, we have brands celebrating fatherhood and raising a toast to the paternal bond with heart-tugging campaigns. So here goes for all the wonderful dads out there!
Mankind Pharma
‘This Father’s Day, the Pharma company’s Health OK strikes a chord with an emotional campaign, that shows how as we grow older, our relationship with our parents, especially with our father changes, in which so many things are left unexpressed. The film urges viewers to stop, think and help rebuild the lost bond with their fathers by communicating and expressing the unspoken words of shared love.#ExpressTheToughlove
VAIO
The laptop brand has come up with a beautiful video that depicts a father’s journey as the child grows – right from teaching a child the first school lessons to crucial business lessons. Dads are the invaluable force that pushes us to do better, live better, be better in whatever we aspire to be.
Mamypoko pants
The Diaper brand unveiled a new campaign ahead of Father’s Day titled #PapasWhoKnow, highlighting the fact that in today’s modern times, dads are trying to be equally involved in raising a child. Just as mothers are handling both work and households, fathers too contribute to the child’s overall growth and development. The short ad film, executed and conceptualised by Grapes Digital reinforces this fact by saying ‘Happy fathers day to all the papas who know as much as the mummas! ‘
CARS24
The e-commerce platform for pre-owned vehicles rolled out its latest campaign- Kyuki Papa Sab Jaante Hain- through a poetic video to show some love to the big man on Father’s Day. The video conceptualised by writer Amandeep Singh, directed by Namit Nath, and starring actor Varun Sharma talks about the underrated, unsaid bond sons share with their fathers.
In a world overwhelmed with myriad product options across categories, it has become easy to find a quick gift for someone. But a gift must symbolize how one feels about the recipient, knows and cares about them. This is what the creative by Bombay Shaving Company aims to capture. The personalised gifting shows how well you know someone, and reflects the thought you have invested in to ensure the gift is something they will love and treasure and how thoughtful gifts strengthen the relationship between a father & child.
Prega News
During these trying times, it has become more important to stay connected with each other and celebrate such special occasions- more so for Dads who are always there for us. Prega news teamed up with actor Anushka Sharma, who talks about the unique role dads play in our lives in this short video and encourages each one of us to do something special for their fathers and make the day unforgettable for them.
And if you have your father next to you this Father’s Day, Streaming service Lionsgate Play has handpicked a few movies you can binge-watch with your old man, giving you all the more reason to spend quality time with him. Get some popcorn and cocktail ready to embark on a journey of laughter and emotions with the best of cinema curated by the platform.
MUMBAI: Mere paas Ma hai. This iconic dialogue from a cult Bollywood movie pretty much sums up how sentimental and sappy Indians can get when it comes to their moms! Even more so today as the world, and the country passes through a seemingly endless, terrifying ordeal and when most of us may be far away from one’s loved ones due to the restrictions on physical proximity and travel. It is also at times such as these that even the most grown up amongst us crave the soothing balm of a mother’s touch.
Mother’s Day is the perfect excuse to celebrate the people who will always love us the most in this world, no matter what.
Here are a few Mother’s day campaigns that celebrate motherhood in all its forms and glory:
PregaNews
With the evolving times, the relationship a mother shares with her children has also evolved. To celebrate and honour the symbol of love this Mother’s Day, Mankind Pharma’s pregnancy detection card brand Prega News has launched the #CoolHaiMeriMaa campaign. The campaign reiterates that a mother’s confidence in a child helps the child progress and succeed in life. The video campaign showcases a beautiful relationship between a mother and a son; it narrates a series of instances where the mother has stood by and supported her son at various junctures of his life, giving him life lessons that have helped him choose the right path. The video brings out fun and cheerful moments between the duo that they have experienced through their life, while growing and evolving together.
There is little doubt that most of our first life lessons about the value of money and savings have been learnt from our mothers. We have many times heard this idiom ‘A penny saved is a penny earned” and who can teach this best other than a Mother. Shining a light on this truth are not one but two campaigns from two well-known investment brands.
EdelweissMutualFund
Edelweiss Mutual Fund launches a new investor education film which revolves around the idea that Life ho ya money, Mom ki Advice Zaroori hain. The film, conceptualised by The Fickle Formula, salutes the imperceptible role of a mother as a friend, advisor and confidante in shaping our value system and attitude towards money – be it our first savings in a piggy bank or our first lessons on budgeting. The film showcases through various real-life narrations how at every stage of life, our moms guide us to make informed decisions, save more money. Her guidance helps us learn and earn the life goals we aimed for.
UTIMutualFund
Developed by Hotstuff, the film has tried to communicate the message of how all small daily habits that our mothers inculcate in us since our childhood, which while we are young feel like an enforcement, can actually help one become a responsible and smart investor. The campaign pays tribute to a mother’s advice with an animated film and a song in the backdrop going – Sahi Baat Mummy Ne Kahi Thi. The simple but sweet message is sure to strike a chord with anyone who truly credits their success to their mother’s advice.
Madame
Women’s fashion brand Madame is honouring the contribution mothers play in every individual’s life with its new promo. The video showcases the unique bond between a mother and a child, and their everlasting impact. The emotional, supportive and always understanding nature of a mother is depicted very well through the ad film, and reminds us of the special place mothers hold in our lives and the ways in which they make our lives easy and beautiful, sometimes unbeknownst to us.
GreatLearning
Even in today’s times, women are still seen as the primary caregivers, and often end up compromising on their professional dreams in a bid to focus on family’s needs. This Mother’s Day, edtech company Great Learning is helping women who have taken career breaks to reboot their professional journey. Under the second edition of the #HerFreshStart initiative, the company will offer a scholarship of up to 50 per cent to selected mothers who can enrol in a range of career-critical programs.
Great Learning is inviting people to nominate mothers in their circle. The nominees can submit their form with a Statement of Purpose (SOP) with a brief introduction of their background and why they believe they deserve the scholarship. The nominations can be sent between May 6 and May 10 by visiting edtech firm’s social media channels – Linkedin, Twitter, Facebook, and Instagram with #HerFreshStart. Mothers can also self-nominate themselves.
NourishOrganics
A hamper to boost the health of the one who nourishes the whole family, is what Nourish Organics is focusing on. Ahead of Mother’s Day, the brand introduced a special Immunity Boosting Hamper in light of the current times. The specially curated gift hamper consists of products that offer a combination of health benefits, flavour and the much needed protection she needs – from Chia Turmeric Cookies, Ginger Oat Cookies to Amla Bars.
Tring
Celebrity engagement platform Tring is running a promotional Mother’s Day campaign for the week leading up to Mother’s Day, wherein they are encouraging their users to avail of a 15 per cent discount by using the code (MOM15). They can then use this code to book a personalised celebrity wish for their mother. What’s even better is that one lucky customer stands a chance to win Rs 1.5 lakh by simply recording and sharing a video of them surprising their mom while she reacts in awe to the celebrity wishing her.
So what are you waiting for, go ahead and make your mom feel special!
MUMBAI: To celebrate and honour the symbol of love this Mother’s Day, Mankind Pharma’s pregnancy detection card brand Prega News has released the #CoolHaiMeriMaa campaign. The campaign reiterates that a mother’s confidence in a child helps the child progress and succeed in life.
With the evolving times, the relationship a mother shares with her kids has also evolved. They exactly know where to draw lines and at same time be their guiding light. The #CoolHaiMeriMaa campaign by Prega News is an initiative to appreciate their will of standing tall and smiling for their children and guiding them in the toughest of tough situations.
The campaign showcases a beautiful relationship between a mother and a son. The video narrates a series of instances where the mother has stood by and supported her son at various junctures of his life. She has always given him life lessons that have helped him choose the right path. It brings out the fun and cheerful moments that the duo have experienced through their life, while growing up and ageing together.
Mankind Pharma general manager – sales & marketing Joy Chatterjee said, “The #CoolHaiMeriMaa campaign is an attempt to showcase the journey of mothers who are caregivers and work relentlessly to ensure in paving the road to a better tomorrow for their kids. Through this campaign we recognise and pay a tribute to all the moms in the world for the role they play in their kids’ lives and express gratitude for teaching children the virtues of patience, resilience, and courage and highlight how these values are helping them in their personal and professional lives.”
The #CoolHaiMeriMaa campaign will run on the brand’s YouTube channel and all social media profiles of Prega News.
MUMBAI: Prega News has signed on Bengali actor Srabanti Chatterjee as the face of the brand in West Bengal. The Mankind Pharma-owned entity made the announcement on the occasion of International Women’s Day. With this collaboration, the brand also aims to intensify its reach and regional connection in the eastern state.
Besides working in films, Chatterjee has also been a part of many television reality shows as host and judge. The main objective behind the partnership is to drive visibility for Prega News and its efforts to reach the masses in West Bengal.
Ahead of International Women’s day, the brand also launched a new campaign #SheIsCompleteInHerself, emphasising and highlighting the sensitive issue of infertility that exists among women.
Srabanti Chatterjee said, “ Somehow I believe that nothing is a coincidence in life…it is so wonderful to be associated with a brand like PregaNews which has always chosen to challenge issues faced by women and has always been a harbinger of good news to women in particular and everyone in general.”
Mankind Pharma general manager sales & marketing Joy Chatterjee said, “We are delighted to have Srabanti Chatterjee on board for this association as she has a mass fan following in the region. We are quite optimistic that with this partnership, our brand will further grow in the market, and people will become more aware of using Prega news.”
Last year, the brand collaborated with actress Anushka Sharma to bring forth the powerful message of the strength of motherhood.
NEW DELHI: Every year in the countdown March 8, brands go all out to woo the ‘fairer sex’, leaving no stone unturned. We are bombarded by a plethora of deals for retail therapy and tempting offers for some actual therapy at spas and salons to pamper women this one day of the year. They vie with one another on who can come up with better revolutionary, trendsetting ad campaigns that can grab more number of eyeballs. This year’s no different and in the run up to the much celebrated International Women’s Day, many brands have launched fresh campaigns to mark the occasion.
Let's take a look on who nailed it and who perhaps missed the mark…
OkCupid – ‘Ijazat Hai’
Online dating app OkCupid has released a digital campaign called Ijazat Hai. We are well into the 21st century and yet a majority of women are still raised to believe they need their partner’s permission to pursue a career, many of them still find themselves having to take ‘permission’ to live their life. The ad tries to break down the stereotype that a woman needs to have anyone’s assent for pursuing her dreams and goals or simply to live her life her way. It throws the spotlight on the supposed ‘benefactors’ in a woman’s life who think they are being liberal, broadminded and progressive by ‘allowing’ the women in their life this ‘privilege’. Whereas by needlessly bragging about it they are in fact actually stripping a woman's agency.
Prega News – #SheIsCompleteInHerself
In our society, where the defining purpose of a woman’s life is becoming a mother, infertility is viewed as a curse. To speak out against this bias, pregnancy test kit brand Prega News has released a new ad featuring actress Mona Singh. The ad has been widely acclaimed as shattering a much needed stereotype of an ideal woman. The ad shows Mona Singh as a doting, dutiful daughter-in-law, getting happy for her younger, pregnant sister-in-law. However, her own infertility casts a shadow over her happiness. The ad then showcases how she is also a super achiever, multitasker and superwoman all rolled into one- who ensures the happiness and needs of everyone around her. The ad tries to convey the message that irrespective of being unable to conceive, she is complete in herself.
The description of the ad reads, "Infertility affects every one in six couples in India and the circumstances around them make them suffer in silence. This Women's Day, let's speak up about infertility issues – and make this world a better place for people battling infertility. Prega News urges you to celebrate every woman for who she is because #SheIsCompleteInHerself.” Which is all very great, except that it is precisely what the ad does not do – “celebrate every woman for who she is.” By showing that only a woman who puts everyone’s needs and happiness above her own deserves her family’s love and acceptance, it is sadly reinforcing other stereotypes while trying to break down one. If only the brand had been bold enough to show an ordinary, everyday woman to send out this crucial message it would have made it much more effective. Aren’t we women tired of these tropes associated with us, with society constantly trying to either undermine us or else then place us on a pedestal? Can we live a normal life without sky-high societal expectations binding us down please?
Sugar Cosmetics- #EveryWomanIsAWonderWoman
Something along these lines is what beauty brand Sugar Cosmetics is trying to convey. Through their #EveryWomanIsAWonderWoman digital campaign it urges all women to stay beautifully fearless, while encouraging them to embrace and love everything about themselves, this Women's Day. Its recognises the fact that women are often self-conscious. In the growing age of social media where everyone looks up to someone who has a perfect body, or a beautiful smile, or a bold personality; they are led to believe that they may not be good enough. While we may always be happy to embrace the things we love about ourselves; we tend to shy away from the things we feel that might appear as a flaw. However, nobody is perfect and we are all the best version of ourselves.
The brand says, “When it comes to looking for a Wonder Woman in your life, you don't have to look too far; because you’re a Wonder Woman yourself, we all are. This Woman’s Day, don’t just embrace who you are, but the journey that led you to become who you are. Embrace the scars, the struggles, the defeats and the wins; because everything you are, is everything you are meant to be. Let beauty have no boundaries and rules.”
To this end, the brand aims to engage with approximately 8,000+ influencers to create maximum reach and engagement on this campaign by sharing what they’ve come to accept about themselves and embrace going forward. The posts would read as- “I embrace ________ I am a Wonder Woman!” The influencers will go on and encourage their followers to also participate and join the campaign to celebrate all the wonderful women. In lines with this theme, Sugar Cosmetics has also launched a limited edition range of mini liquid lipstick sets with names like Fearless, Fighter, Invincible and Adventurous.
MTV India – ‘There’s more to a girl’s life than Shaadi’
While there’s enough and more inspiration to be had from these Women’s Say campaigns, here is one which caught our eye for its quirky humour quotient. The digital campaign by MTV India sends out this message loud and clear: “There’s more to a girl’s life than Shaadi”. The ad is set in the future – in the year 2071 in outer space, perhaps so that the message is not just heard here on earth but also resounds across the universe. It features a female astronaut connecting with her mom back on earth from a spaceship. She talks about the ordeal she underwent to survive, while she discovered an alternate planet for earthlings to inhabit in the future. After patiently hearing her through, her mom hilariously has just one question to ask of her at the end of it, “Shaadi kab karogi beta? (When will you get married, dear?)”
The ad ends with the message, “Kuch toh society kahegi, society ka kaam hain taane dena. But this womens day just say #AawaazNahiAaRahi and move on.” Badass.
Co-working spaces brand WeWork’s campaign on International Women’s Day calls out patronising or discriminatory conversations that every woman has been subjected to at some point in their professional journey at their workplaces. The ad starts off with the words “Feel like you’ve heard this before?” and goes on to feature an audio track playing out all the usual dialogues a working woman usually comes across. Which goes to show that despite all the progress women have made in their life and career how certain typecasts and biases still haven't changed across the world. The video is a reflection of the society we have grown up in and the stereotypes women have been subjected to in the workspace. “Let’s take a moment to challenge these biases and work towards an inclusive space,” the ad says.
Voltas beko – “ghar sabki zimmedaari bhi sabki honi chahiye”
This digital commercial is conceptualised by Voltas Beko and Momspresso, a leading platform providing content for the multi-faceted mothers of today. The digital video #GharSabkaZimmedariSabki is an attempt to debunk the age old beliefs that women are solely responsible for looking after every aspect of the household- whether she be a homemaker or working woman. The refreshing message sent out is that if the home belongs to everyone, so does the household responsibilities it entails.
SBI General Insurance – #BringingWomenBackToWork
While it’s nice and "feelgood" to see brands put in so much effort to woo women, it is even more heartening when they go a step further to actually make a difference in their lives. By stepping into their world and trying to understand the problems they face. A tiny step along these lines has been taken by SBI General Insurance, one of India’s leading general insurance companies. To reiterate its commitment to diversity and inclusion in the workplace, SBI General has launched its #BringingWomenBackToWork initiative. This initiative is a step to encourage and hire women looking to rebuild and resume their careers after a break.
SBI General Insurance CHRO Sharad Dhakkate says, “With #BringingWomenBackToWork initiative, we aim to provide women a platform to facilitate their journey towards their career goals which they may have put on hold for various reasons. We believe that this initiative will create opportunities as well as enable us to augment our workforce and grow from strength to strength. We are glad to have received an overwhelming response of over 200 applications in response to our social media campaign #BringingWomenBackToWork.”
NEW DELHI: Prega News has launched its latest TVC featuring newly-signed brand ambassador Anushka Sharma. In the film themed #PregaNewsMeansGoodNews, Sharma talks about that special moment when one starts caring more for someone else in their life. And that moment comes with Prega News. There are also several instances when one hears mothers say – “You will understand when you become a mother.” And Sharma is seen reminiscing about the same in the ad.
This TVC is the latest in the brand’s social-message evoking films on celebrating moms, gender equality, equality of the motherhood experience for all, and a series of films involving fathers in the parenthood journey. The brand also recently celebrated 10 years with several short films centered on the special moment when couples find out they’re expecting.
Mankind Pharma CEO Rajeev Juneja said, “We are extremely proud to welcome Anushka Sharma to the Prega News family and we wish her all the best for the road ahead. With this TVC, we hope to touch the chords that bind a mother and child together, while celebrating the key message, #PregaNewsMeansGoodNews, as we have been delivering this good news to women for over 10 years now.”
The film is ideated and produced by ADK Fortune and is being amplified by Team Pumpkin, who were recently awarded the digital mandate for Prega News.
Prega News, which enjoys 80 per cent market share in India, has always been at the forefront of roping in celebrities soon after their pregnancy announcement and the latest TVC also features an A-lister mom-to-be. In the past, the brand has enjoyed a long association with Kareena Kapoor Khan, who starred in many of its videos. Prior to that, Prega News had on board Shilpa Shetty, and for social messaging campaign #ImWithYellow, the brand collaborated with Neha Dhupia, Soha Ali Khan, Priyamani, Karan Mehra, Mahhi Vij and many others.
NEW DELHI: There’s always been money in the baby business. Therefore, it’s no surprise that Hollywood stars have often monetised their pregnancies – from brand endorsements to magazine photoshoots, featuring baby bumps and later, the baby itself. It’s a well-documented fact that one-time golden couple Brad Pitt and Angelina Jolie had signed a seven-million-pound deal with the UK’s Hello! magazine for publishing the first photos of their new-born twins. Since then, celebrity pregnancies have become more lucrative and gained further impetus with the rise of social media and the influencer phenomenon.
In India, one of the most recognisable brands associated with pregnancies is Prega News from Mankind Pharma. And there is a good reason for its visibility – Prega News has time and again onboarded well-known faces like Neha Marda, famous for her prominent role in the hit TV serial Balika Vadhu; as well as Bollywood biggies like Shilpa Shetty Kundra and Kareena Kapoor Khan. It has recently signed on expecting mother and A-lister Anushka Sharma as its brand ambassador.
At present, Prega News holds 80 per cent of the market share in the pregnancy test kits segment in India, and these high-profile celebrity endorsements have been a major contributing factor.
In a recent conversation with Indiantelevision.com, Mankind Pharma Ltd general manager – sales and marketing Joy Chatterjee offered insights into the brand’s strategy to rope in Anushka Sharma, its marketing plans that will support the current campaign, and how he expects 2021 to be.
The brand has always focused on picking the right ambassadors to build trust and extend its reach into diverse markets, revealed Chatterjee. “Collaborating with A-list actresses has improved our brand imagery and equity tremendously. Since we always go with mothers or expecting mothers, our advertisements are very real and resonate with mothers across the nation. In turn, this type of marketing has made our brand synonymous with the category of pregnancy detection kits and secured the position of India’s No.1 brand for us.”
On being asked what prompted the brand to get Anushka Sharma as its new face, while their existing ambassador Kareena Kapoor Khan is also pregnant, Chatterjee explained that they wanted to specifically target a younger demographic of moms-to-be.
“This year we specifically wanted to target young mothers and when we learned about Anushka’s pregnancy, we quickly seized the opportunity. She perfectly fits the role of a young mom and has a fan base that’s young, modern, and fun-loving, just like her. Also, the entire nation is curious about listening to her experiences and thoughts on being a mother,” he noted.
That is certainly true. Sharma, who is expecting her first child with husband and Indian cricket team captain Virat Kohli, has been making waves on social media ever since the couple announced the big news. Everything from her due date, to performing complicated yoga asanas in the third trimester becomes a viral sensation – which only serves as added publicity for the brand.
Chatterjee is relying heavily on digital media to promote the current campaign, as it has evolved into the best and most economical way to communicate with people. However, the biggest chunk of the marketing budget is still reserved for television.
“The campaign will be aired on television and all our digital platforms. The largest chunk is reserved for TV spots followed by digital platforms like Instagram, Facebook, and YouTube which occupy 25 per cent of our marketing spend. Along with these, you’ll also see the campaign on various OTT platforms, out-of-home hoardings, and airport brandings,” he detailed.
The brand has bought a total of 18 ad slots a day on television across genres like general entertainment channels, news, music, and movies. The ads will mostly be visible during the prime time slots to garner maximum visibility.
Chatterjee is expecting 2021 to be a great year for the brand and has hinted that they will be going ahead with some exciting new product launches. “The strategy again is to promote them heavily on digital platforms and change the way the product category has been operating,” he said before signing off.
NEW DELHI: For some celebs, it even pays to be pregnant. Shilpa Shetty Kundra and Kareena Kapoor Khan had been roped in as brand ambassadors by home pregnancy test kit maker Prega News when they were expecting a child. Now it’s the turn of Bollywood actress and Indian cricket team captain Virat Kohli's wife Anushka Sharma to follow in their footsteps. She is featuring in a new campaign by Prega News, a brand under Mankind Pharma.
Conceptualised by ADK Fortune, the ad showcases the beautiful journey of being pregnant and expecting a child. The two-month-long exercise will run across television channels, digital platforms and outdoors including hoardings and branding at prominent airports. The TVC will also be released across India in regional languages like Hindi, Bengali, Oriya, Marathi, Gujarati, Punjabi and Assamese so that its reach can be maximised.
Mankind Pharma CEO Rajeev Juneja said, “We are extremely delighted to have Anushka Sharma on board for this association to bring forth the powerful message of the strength of motherhood. Prega News has been the companion for millions of expecting mothers for over a decade now and with Anushka we want to take forward our messaging to expecting mothers pan India. Being the market leader, we would like to express our gratitude to our customers who have always inspired us to bring the best product for them. Prega News has been the preferred choice for expecting mothers as it is reliable, cost effective and can be used without any hassle.”
Added Anushka Sharma: “Prega News has struck a chord with expectant mothers with its tagline ‘Prega News means Good News’. The brand is a preferred choice amongst its customers as it resonates trust and offers accurate results from the comfort of their homes. I look forward to my association with Prega News and to be a part of their growth journey.”
MUMBAI: Despite many social and economical advancements that the society has witnessed in its journey to the 21st century, there are certian evils that still prevail here. it’s disheartening to see how something as serious as sex discrimination still exists in our so-called modern society!
Prega News, the leading pregnancy detection kit brand has taken the initiative to change the way things have been. With its latest campaign – #ImwithYellow, Prega News is urging people to rise above sex discrimination and sensitizing them of how the health of the baby holds more importance than its gender. To support the initiative, the campaign asks people to stand with Yellow – a colour that symbolises health and happiness.
Commenting on the campaign, Mankind Pharma DGM Joy Chatterjee said that “As a responsible brand, we have always raised awareness in society about the issues that need to be addressed. This time, it is sex discrimination. It’s sad to see that the desire for a boy child over girl still resides in our society. And this needs to be changed. #ImwithYellow is an honest effort in this direction.”
The film has been scripted and executed by ADK-Fortune Communications, Gurgaon.
MUMBAI: To mark International Women’s Day, Mankind Pharmaceuticals, maker of India’s No 1 pregnancy detection kit Prega News, launched #ImwithYELLOW, a strong and thoughtful digital campaign to promote gender equality in the country.
The campaign underlines the brand’s ‘forward-thinking’ philosophy and create awareness about sensitive issues that affect society.
The #ImwithYELLOW campaign has been conceptualized by Havas & executed by advertising agency ADK Fortune Communications. The campaign is launched across all digital platforms including the film “Thappad”, cinema halls, outdoor,radio and e-commerce platforms for wider reach. It shuns the concept of colour in gender discrimination, such as ‘blue is for boys’ and ‘pink is for girls’ and instead stands with Yellow, which is a neutral colour for both genders and stands for equality. Prega News has also developed a microsite where supporters can enlist and take a pledge for gender equality through #ImwithYELLOW campaign.
Mr. Rajeev Juneja, CEO, Mankind Pharma, said: “Prega News has been a frontrunner in raising pertinent issues related to pregnancy and childbirth in the country, which are generally ignored. Indian society is still at large engulfed with preference of male child over female. Labelled in specific colors this has been running through generations and is wrecking the foundation of country’s social progress. Our latest campaign – #ImwithYellow is an initiative to rise against the alarming issue of sex discrimination. It urges people to do away with the clichés of gender stereotyping and focus on health of the baby by standing with Yelow- a colour that symbolizes its health and happiness”.
Prega News brand ambassadors Kareena Kapoor and Priyamani also joined the new initiative along with Neha Dhupia, Soha Ali Khan, Mahi Vij and Karan Mehra undertaking a video pledge. Apart from this, the company has also partnered with ‘Momspressoo’ – largest Mom's community where around 15 moms will make share videos with their own stories.
To promote the campaign, Prega News has tied up with many brands and influencers such as RJ Raunac, who will raise the issue in his famous parody ‘Bauaa’ on Red FM radio station. Prega News would be promoting this initiative with First Cry and Inox. Further, the company has also associated with the film “Thappad” which deals with gender biases. Actor Tapsee Pannu will be seen joining Prega News #ImWithYellow campaign by saying ‘Because yellow as a colour stands for the health of the baby and not its gender’.
