MUMBAI: Prega News, a pregnancy detection kit brand from Mankind Pharma, has unveiled its latest Women’s Day campaign that addresses the issue of societal attitudes towards working mothers. The thought-provoking campaign video titled #shecancarryboth showcases how society often struggles to accept and appreciate women who excel in both their professional and maternal roles.
The narrative follows a parent-teacher meeting at a school, where Sanvi, a young student, awaits her mother’s arrival amidst judgmental whispers from other parents. The story takes a powerful turn when Sanvi’s mother, a decorated Army officer, arrives in full uniform, just in time for Sanvi’s turn. Before the meeting, Sanvi’s teacher asks her to read out a paragraph she wrote on her role model, challenging preconceived notions about maternal responsibilities and professional commitments.
“Through this campaign, we aim to spark a crucial conversation about how society views and treats working mothers. While women have made significant strides in their professional journeys, societal mindsets often lag behind, creating unnecessary pressure and judgment. This campaign reinforces our commitment to supporting and celebrating women who challenge these stereotypes” said Joy Chatterjee, VP, Sales and Marketing Head of Mankind’s Consumer Business Unit.
The campaign the company explains gains added significance as an Ashoka University report revealed that 73% of Indian women exit their jobs after childbirth and struggle to re-join the workforce. Among those who manage to return to work, 48% drop out within four months of reintegration. By showcasing a military officer who successfully balances her role as a mother and a defender of the nation, Prega News emphasises that maternal love isn’t measured by conforming to traditional expectations.
“What makes this campaign special is its focus on the child’s perspective. Through Sanvi’s heartfelt essay about her ‘superhero’ mother, we see how children appreciate and draw inspiration from their working mothers. This narrative challenges the guilt often imposed on working mothers by highlighting how their professional success can positively influence their children’s aspirations” Chatterjee added.
The #shecancarryboth campaign aims to build upon Prega News’ consistent commitment to women’s empowerment, following last year’s #shecancarryboth initiative. As India’s premier pregnancy detection brand with an 85% market share (as per IQVIA, MAT March 24), Prega News looks to continue to champion progressive values and challenge societal norms that limit women’s potential.
