ITV

Tag: pregnancy

  • Unwanted 21 Days says no to shushing conversation around pregnancy

    Unwanted 21 Days says no to shushing conversation around pregnancy

    NEW DELHI: Contraception and family planning are conversations that happen behind closed doors and in a hushed environment – people are not comfortable talking about it in the open, let alone in front of parents and elders. However, when two individuals get married, the immediate question put up by the respective families is, “How soon will they get to see a grandchild?”

    Unwanted 21 Days from Mankind Pharma decided to tackle this challenge with the launch of its latest campaign, #ShhNotOkPlease. The brand aims to normalise the conversation around contraception, family planning and raise awareness in a fun, relatable, and engaging manner. Logicserve Digital was entrusted with the campaign's execution.

    Central to an Indian wedding's key events such as the engagement, sangeet (pre-wedding), wedding ceremony, and honeymoon, the musical film features relatable characters and settings. The lyrical narrative created for the video features intrusive instances of enquiries that family members make to newlyweds and their tongue-in-cheek response to such queries. The campaign is aptly titled #ShhNotOkPlease as the song, and the dance moves showcase ways to overcome the perceived taboo about family planning and child spacing.

    The campaign was launched in a phased manner, wherein the pre-launch campaign featured various family members being introduced doing the ‘shh’ (shush) action. The objective was to create curiosity around the campaign and then to accelerate it with the main video.

    Mankind Pharma general manager – sales & marketing Joy Chatterjee noted that there has been a sea of change post-pandemic in the way people have been using contraceptives. The moment was right to leverage this aspect of consumption, and come up with a messaging that is aimed at changing consumer behaviour. “

    We believe changing consumer behaviour and having an open discussion about family planning and contraception will lead to more awareness and will result in more sales. Logicserve Digital not only understood our brief but also gauged the reason behind it, which is why they were able to articulate the messaging in a wholesome and entertaining fashion," said Chatterjee.

    While the campaign has already stirred massive buzz on social media, the creators thought of further amplifying it by asking relevant regional influencers to share their 'shh' hook step to spread engagement and awareness in a fun yet catchy manner.

    Logicserve Digital VP – creative Manesh Swamy said, "Typically in an Indian household family-planning discussions are not openly spoken about or even if someone initiates, it's mostly shunned. Our approach was not to be preachy but at least attempt to normalise the conversation. And with the wedding season around, we thought a song-and-dance approach would be an excellent fit to drive home the message literally.” 

    The campaign video was launched in Hindi and adapted in three other languages: Marathi, Bhojpuri, and Bengali. So far, the video has garnered over two million views. The reaction and feedback of the campaign is a testament to its success. The campaign goes beyond its stated objective and encourages couples to plan their lives as they wish.

  • Firstpost’s 9 months season 2 serves as the go-to guide for new parents

    Firstpost’s 9 months season 2 serves as the go-to guide for new parents

    MUMBAI: Firstpost’s first ever web-series and India’s first and only comprehensive show on pregnancy and parenting – 9 Months, in its 2nd Season continues to serve as a go-to digital guide for new parents navigating their journey in their new roles, with their babies. The Season 2 of the digital series arrived with host Meghna Pant and experts in tow, and is being widely appreciated by the audience. In the first three episodes, the viewers have been introduced to leading pediatricians, lactations consultants, dieticians, and psychologists amongst other experts.

    The show has welcomed experts who have shared in-depth information and knowledge, do’s and don’ts, essential advice and more on the show. Some guests include Dr. Barkha Chawla (Paediatrician), Sonali Shivlani (Lactation Consultant), Dr. Vinit Samdani (Paediatrician), Dr. Nihar Parekh (Pediatrician), Dr. Nirmala Rao (Child Psychologist) and Bina Chheda (Child Dietician). The experts covered a number of topics right from a baby’s moisturizing needs, maintenance of oral health, weaning, baby’s feeding needs, breast-feeding, hygiene, vaccinations and impact of colour psychology on the baby, amidst a host of other invaluable details. The episodes are strategically divided to cover bringing the baby’s transition to coming home, to the baby’s journey in the 3rd – 6th month period, followed by 6 month onwards until the baby turns a year old. The approach has been taken with the intention to make the knowledge easy to consume for the audience.

    The upcoming episodes of 9 Months Season 2 will put a mother’s health front and centre; with experts gracing the show to guide new mothers with weight management, tackling emotions and new challenges and reclaiming their life, post-pregnancy. The series will then invite upon single parents who faced the odds and learnt excellent lessons to successfully serve in their new roles. The web-show will invite upon popular actor Tusshar Kapoor to share his journey as a single father who used surrogacy to give birth to a child, as well as Aditya Tiwari, India’s youngest single man to adopt a child, and Firstpost’s  VP Content & Strategy, Priyanka Sehgal, who narrates her inspiring tale as a single mother.

    In an episode on the show, actor Tusshar Kapoor will be seen in a candid conversation where he opens up about the insecurities and challenges he faced as a single father. He said, “I was expecting a lot of different reactions and expected people to judge me when I took the decision of having a child.” He said, “I wanted to be a father and I wanted to start a family, so I did it. People then messaged me that I am inspiring them.”

    Priyanka Sehgal spoke about the challenges of being a single mother when you have separated from your partner. She said,  “When you separate or uncouple it is extremely important to resolve your own emotions first,  many single parents miss this crucial step as one is dealing with not just broken dreams but also the pain a child undergoes. One needs to accept that the relationship hasn’t worked out and let not that negativity impact your parenting.”

    Viewers can dabble into such effective pieces of wisdom and a whole lot more, in the upcoming episodes of 9 Months Season 2.