Brand strategy and design player Jigsaw Brand Consultants has partnered Mankind Pharma’s Prega News, for the launch of brand extensions PregaHope and PregaHappy.
The mandate included 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,” said Rutu Mody-Kamdar, Founder, Jigsaw Brand Consultants.
Based on insights, Prega was retained as the masterbrand and sub-brands PregaHope (pre-conception vitamins and lubricant) and PregaHappy (post conception stretch mark cream) were created.
Joy Chatterjee, Associate Vice President, Sales & Marketing, Mankind Pharma, said, “Prega News has been a trusted pregnancy detection partner for countless women for the last 13 years and with 99 pc accuracy rate, Prega News is the leading in the market with 85 pc 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.”
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