Mumbai: Prega News, from Mankind Pharma, has partnered with Yes Madam to launch its Mother’s Day campaign ‘Pregmadam’, aimed at supporting expecting mothers with curated at-home wellness and grooming services.
The campaign introduces specially designed packages that offer comfort, care, and convenience during pregnancy, along with discounts on select at-home salon and spa services via a dedicated campaign platform. The initiative encourages families and partners to actively participate in pampering mothers during this phase.
With ‘Pregmadam’, Prega News seeks to extend its role beyond awareness, addressing the often-overlooked self-care needs of expecting mothers. The campaign is rooted in insights around pregnancy-related fatigue and discomfort, with studies indicating that nearly 94.2% of women experience fatigue along with symptoms such as nausea, mood swings, and back pain.
By leveraging Yes Madam’s at-home service expertise, the campaign aims to ease these everyday challenges by bringing professional wellness and grooming solutions directly to consumers’ doorsteps.
At the centre of the initiative is a digital film capturing the emotional and physical journey of pregnancy, highlighting the importance of small yet meaningful moments of care. The campaign is further amplified through influencer collaborations, encouraging greater involvement from families.
Commenting on the initiative, Joy Chatterjee, Vice President and Head of Sales and Marketing for Mankind Consumers Products Private Limited, said, “Prega News has always been committed to supporting women through every stage of their motherhood journey. With ‘Pregmadam’, we wanted to go beyond awareness and create a meaningful, service-led initiative that truly responds to the everyday realities of pregnancy. From nausea and mood swings to fatigue and frequent discomfort, expecting mothers often find it difficult to prioritise personal care and grooming. Through our partnership with Yes Madam, we aim to bridge this gap by enabling easy access to wellness and grooming services, so mothers can feel comfortable, confident, and cared for throughout their pregnancy journey.”
Aditya Arya, Co-Founder and CEO, Yes Madam, added, “At Yes Madam, we believe in supporting women through key stages of life. As part of this belief, we introduced a 0% commission model for pregnant service partners to better support them during this phase. ‘Pregmadam’ is a natural extension of this belief, where we are now extending the same care to expecting mothers through safe, convenient, and thoughtfully curated at-home services. We believe small moments of care can make a meaningful difference during this time.”
The campaign has been conceptualised and executed by Kinnect. Ankur Garg, Executive Creative Director & Design Head (North), Kinnect, said, “As a parent of two, I’ve seen how pregnancy goes beyond milestones it’s a journey that needs consistent, thoughtful care. At the heart of the Prega News × YES Madam collaboration PregMadam is the curation of well thoughtfully designed care packages to bring comfort, ease, and support closer to her, every single day. The campaign builds on this by encouraging partners, especially husbands, to be more present and involved because when care is thoughtfully curated and personally delivered, even the smallest gestures can mean everything.”
Through ‘Pregmadam’, Prega News aims to deepen its emotional connection with consumers, positioning itself as a supportive companion throughout the motherhood journey while reinforcing its commitment to care beyond its core product offering.
