New Delhi: Prega News, the leading pregnancy detection kit in India has come up with a campaign #MissHuiDateToMatKaroWait to persuade the expectant mothers to take the pregnancy test as soon as possible. The campaign was initiated to establish the urgency of early testing to delve into the importance of mother’s and baby’s health and safety.
To reach out to the target audience, the brand created a social media strategy to aware women of the necessity of discovering the pregnancy as early as possible. Detecting the pregnancy at the initial stages comes with quantifiable health benefits that can help the expectant mothers to take the right precautions before it gets late.
To give a mileage to the campaign, Prega News recently roped in Kajal Aggarwal for the TVC. Having established the communication amongst the audience, the company decided to spread the awareness in the next phase with the help of the static post across social media platforms to better ingrain the message in the minds of the audience.
This simple and easily relatable campaign was curated keeping in mind the women in smaller cities, rural areas and even Tier 1 cities for whom missing their period was not an immediate catalyst for testing. They were hesitant to take a test, and the frequency of testing was also a problem. They chose to wait for their period or wait to go to the doctor. In the vital 4–6-week window after missing their date, women were not taking the test. With health and safety during pregnancy being a primary concern and early testing considered to be of vital importance by the medical community, the brand decided that it needed to do something.
On the occasion, Joy Chatterjee, General Manager – Sales and Marketing, Mankind Pharma, said, “We realized that the issue of pregnancy going undetected amongst women is the major concern across the country. In many cases, women are ignorant about the changes happening in their bodies. This could be serious intimidation to the mother as well as to the baby’s health. Hence, we thought of curating a comprehensive campaign to spread the awareness around the issue and also encourage the expectant mothers to immediately go for a pregnancy test on missing the periods.”
