Evolution of Prega News - A chronicle of empowerment: Joy Chatterjee

In conversation with Adgully, Joy Chatterjee, Associate Vice President, Sales and Marketing Head of Mankind’s Consumer Business Unit, delves into the heart of Prega News’ latest campaign – #SheCanCarryBoth. This unique initiative sheds light on the resilience of working women, particularly in the teaching profession, emphasising the brand's commitment to supporting women during pregnancy.

Could you take us through the core thought and conceptualisation of the latest campaign of Prega News - #SheCanCarryBoth?

Prega News’ recent campaign, #SheCanCarryBoth, was born out of a recognition that approximately 50% working women returning to work after having a child weren't getting the acknowledgment they deserve, both at work and at home. Despite their impressive multitasking skills, they often went unnoticed. As a brand committed to supporting women during pregnancy, Prega News wanted to shine a light on these women’s resilience. The campaign chose to focus on the teaching profession, where many women work, aiming to celebrate their ability to balance work and personal life. Through #SheCanCarryBoth, Prega News hopes to boost confidence and promote a broader cultural shift towards recognizing and appreciating the diverse capabilities of working mothers. In this campaign, the strategic emphasis on the teaching profession was selected due to the notable prevalence of female staff in the education sector in India.

Prega News campaigns over the years have highlighted empowering working moms, taking care of pregnant house helps, gender equality and even the harmful effects of smoking on a baby’s DNA. How has the brand strategy and communication been developed and evolved over the years? Could you take us through this with some relevant examples?

In 2017, our market share stood at an impressive 70%. At that juncture, our marketing task extended beyond mere promotion; it involved cultivating a genuine affection for our brand. This endeavour sought to establish an emotional connection with the millions of women our brand served. As the leading brand in our category according to IQVIA, we recognised the responsibility that came with our position. Motivated by this sense of duty, we embarked on an initiative aimed at enhancing the well-being of pregnant women and mothers.

Our brand, synonymous with pregnancy testing kits, enjoyed the trust and loyalty of a substantial consumer base. It was now time for the brand to reciprocate in a meaningful manner. Our objective was not merely to convey a message but to instigate a “social change” through our communication.

One significant initiative marking the commencement of this journey was the “Your Second Home” campaign. This campaign urged corporate entities to be attuned to the needs of pregnant women who continue to work until the last day of delivery. Pregnancy brings with it various discomforts, ranging from back pain to nausea and morning sickness. Often, workplace infrastructure fails to provide adequate care. We firmly believed that organizations should bear the responsibility of being more considerate in their approach towards pregnant women.

As a trusted pregnancy care partner, Prega News addresses a spectrum of issues women face – from pre-conception to pregnancy and post-pregnancy. Our discussions encompassed a range of topics, including postpartum depression, gender bias, assistance for domestic helpers, infertility issues, and confidence-related concerns. The underlying intention was not only to disseminate information but to contribute to societal shifts that positively impact the lives of expecting mothers on both physical and emotional levels.

Prega News has transformed into a holistic pregnancy partner, extending beyond its initial role of pregnancy detection. Through years of research, the brand now offers a curated range of products for each stage of the pregnancy journey. From pre-pregnancy, including PregaHope fertility lubricants and supplements, and Ova News ovulation detection kit, to during pregnancy with Prega News, Prega News Advance, and Prega News Value Pack, and post-pregnancy support with Prega Happy Stretch Mark Cream, Prega News is dedicated to providing comprehensive solutions for women’s well-being.

Prega News recently installed an innovative billboard in Cyber Hub, Gurugram as an extension of its #SheCanCarryBoth campaign. Could you explain this outdoor activation and how it was implemented? What is the response received?

The implementation of the innovative billboard at Cyber Hub, Gurugram, was executed in collaboration with Ideacafe agency. The billboard was equipped with AI technology that could interact with any passerby in real-time. This unique feature allowed us to engage with an impressive 5 out of every 10 individuals who walked in front of the screen. The activation garnered substantial attention, with a sizable crowd gathering to participate.

The essence of our #SheCanCarryBoth campaign revolves around acknowledging the incredible women who adeptly juggle the demands of both work and family life. Many women, despite their remarkable ability to manage everything seamlessly, often go unnoticed. Our billboard served as a platform to appreciate these women, and the response was overwhelmingly positive. Observing the genuine happiness on their faces as they received acknowledgment was truly rewarding.

Moreover, we extended the impact of this activation to digital platforms, with our videos on YouTube, Instagram, and Facebook generating a flood of positive comments. The initiative has struck a chord with our audience, with many expressing their appreciation for the campaign and its empowering message. The simple act of giving someone a compliment, as demonstrated through our innovative billboard, has proven to be a powerful way to brighten someone's day.

Coming to brand performance, what has the growth of Prega News been in the last five years? What is its current market share? What is your growth strategy for the next five years?

Over the past five years, Prega News has demonstrated robust growth, boasting a commendable Compound Annual Growth Rate (CAGR) of 24%. According to IQVIA MAT Dec’23, our current market share stands impressively at 85%.

Looking ahead, our growth strategy for the next five years is underpinned by a dynamic approach. We are focused on aggressive plans, particularly emphasizing rural penetration and fostering increased brand affinity. Notably, we have recently evolved from being solely a pregnancy detection kit provider to positioning ourselves as an expert pregnancy care partner. This strategic shift involves expanding our product portfolio to cover pre-conception, during, and post-pregnancy phases.

Our overarching goal is to be a comprehensive resource for our consumers throughout their pregnancy journey. By offering not only essential products but also a wealth of information, we aim to be a one-stop solution for individuals seeking support and guidance during this significant chapter of their lives. This holistic approach reflects our commitment to enhancing the overall pregnancy experience for our valued consumers.

What is your strategy for tapping the regional markets? How different is your approach for the Tier 2, 3 and smaller markets vis-a-vis the Tier 1 and Metro markets?

Prega News has strategically approached regional markets, recognizing the unique dynamics of Tier 2, 3, and smaller markets compared to Tier 1 and metro markets. The brand has harnessed the influential role of Asha workers, engaging over 2500 of them across different states in India. These workers conduct door-to-door interactions, raising awareness about the benefits of early pregnancy detection. This grassroots approach is part of the "Shakti Awareness Program," which includes VAN activities and digital initiatives, emphasizing the convenience and accuracy of at-home pregnancy detection.

To enhance its engagement, Prega News launched initiatives like "Prega News Para Doshobhuja Season 2" during Durga Puja in West Bengal. This campaign encouraged women to showcase their talents, fostering brand love and reaching 1000 participants in its second season. Such initiatives ensure a meaningful and impactful presence in both regional and urban markets.

In 2021, Prega News achieved a penetration rate of 17%, targeting an increase to 25% by fiscal year 2027. The brand's success is evident in the sale of approximately 10 crore pregnancy testing kits within a year, making it the No. 1 brand with an 85% market share. The commitment to rural penetration is reflected in the market share increase from 81.6% to 86% in rural areas between November 2021 and November 2023.

Prega News’ regional market approach focuses on empowering Asha workers and emphasizing the importance of early pregnancy detection for maternal and fetal health. This commitment is evident in the brand's continuous efforts to educate communities about the benefits of pregnancy detection kits, contributing to overall growth and success. Prega News plays a pivotal role in spreading awareness through ASHA workers, ensuring that women have the knowledge to determine pregnancies at home and facilitating the prompt initiation of Antenatal Care (ANC). The comprehensive strategy showcases Prega News's dedication to achieving penetration goals, addressing rural dynamics, and effectively communicating and implementing crucial healthcare initiatives.

Could you tell us about your vernacular content integrations to create brand value and enhance product awareness?

For Prega News, we prioritize vernacular content integrations to establish a more intimate and relatable connection with our diverse consumer base. Recognizing the importance of speaking in the language preferred by our audience, we have strategically collaborated with well-known personalities to represent our brand in different regions.

In Hindi-speaking markets, the talented Anushka Sharma has been a compelling ambassador, resonating with audiences through her authenticity and appeal. For the South markets, we have partnered with the versatile Kajal Aggarwal, leveraging her strong regional influence to enhance our brand presence. In the East zone, Srabanti Chatterjee has been the face of Prega News, ensuring that our messaging is not only linguistically relevant but also culturally resonant.

Mankind Pharma has seen considerable success through its content marketing initiatives. Could you walk us through the company’s content marketing strategy and how you have been ensuring stickiness of content?

Mankind Pharma's content marketing strategy is grounded in the core principle of fostering genuine connections with its audience. Beyond conventional promotional efforts, the company aims to create a profound and emotional bond with its consumers. The strategy involves not just conveying messages but instigating social change through impactful communication.

By incorporating real-life challenges and addressing them through meaningful content, Mankind Pharma ensures the stickiness of its messaging. The strategy resonates with its audience on a deeper level, creating a lasting impact and fostering brand loyalty through a commitment to social responsibility and genuine care.

Mankind also has strong investments in influencer marketing. What are the key factors that drive your strategic influencer collaborations, especially in this digital-first era?

Certainly, influencer marketing plays a pivotal role in our overall strategy, particularly in the digital-first era. An illustrative example of our commitment to this approach is the launch event of our comprehensive range from pre-pregnancy to post-pregnancy, held in Mumbai last year. The event featured the prominent presence of Sonam Kapoor alongside 60 mom influencers. This collaboration not only amplified our brand's reach but also established a genuine connection with our target audience.

In our influencer collaborations, we embrace a diversified approach, engaging with influencers across the spectrum, including nano, micro, middle-tier, and celebrity influencers. We believe that each category brings a unique perspective and audience, contributing to a well-rounded outreach strategy. Regardless of their follower count, every influencer we partner with plays a crucial role in connecting with consumers, and what sets our collaborations apart is that these influencers are also consumers of Prega News themselves. This authenticity adds a layer of credibility to our messaging, showcasing real-life usage experiences and reinforcing the trustworthiness of our brand.

The recently released new consumer classification by MRSI – ISEC – is in the process of being examined and adopted by brands, media agencies and research bodies. What are your observations on ISEC and its impact?

We see the newly introduced consumer classification by MRSI – ISEC as a valuable tool, especially considering the significant evolution in women's representation in household decisions. This classification system is expected to be highly beneficial in assessing and understanding the distinct parameters of rural and urban India more accurately.