Mankind Pharma and ADK Fortune bring good news at work

Preganews Pregnancy Detection Card, marketed by Mankind Pharmaceuticals is the leading brand in its category. For years, it has been bringing ‘good news’ to the mom-to-be.

To take the relationship with its user further, Preganews has just launched a new campaign #YourSecondHome specifically targeted at corporate India. More and more women in India continue with their careers very late into their pregnancy. Most of their waking hours, they spend in office. It’s is an extremely demanding phase in their life both physically and emotionally. Little things like uncomfortable furniture, nauseating food smells, inaccessibility to a loo, etc. can really make her life difficult. Are our workplaces geared up for her new life? Is our work-culture sensitive to her needs?

#YourSecondHome is an urge from Preganews to bring little changes in our workplaces in order to ease the lives of the ‘moms to be’ amongst us. Commenting on the campaign, Mr. R.C. Juneja, Chairman, Mankind Pharma said that “Preganews is already the leading brand for quite some time. It now becomes the responsibility of the brand to take up relevant issues concerning pregnancy and how to handle pregnancy at workplace was a pertinent issue which we wanted to address. This takes our corporate philosophy of serving lives further”.

The campaign has been conceptualized and executed by ADK Fortune. Adding to what Mr. Juneja has to say, Akashneel Dasgupta, ECD and Sr. V.P., ADK adds “We have all seen this happen around us. How many times have we bothered to spare a thought for her? We do marathon meetings surviving on just biscuits and maybe a glass of water. How difficult it is for a pregnant lady amongst us, only she knows. We are not expecting radical change, just a little more sensitivity”.

Manoj Pillai of Absolut Films, who produced and directed this film says “It was a beautiful story that needed to be told in a believable and real manner. The trick was to trigger empathy and not sympathy and hopefully we have achieved that”.

The campaign is timed around Mother’s Day and would be supported with other communication stimuli apart from the film. Details of how one can make their offices more pregnancy friendly can be obtained from the Preganews website and facebook page.

Campaign Credits:

Mankind Team

Chairman: R.C. Juneja

Brand & Marketing Team: Joy Chatterjee, Eshita Goswami & Gunjan Virmani

ADK Fortune Team

Managing Partner: Subroto Pradhan

Sr. V. P. & ECD: Akashneel Dasguptata

AVP & Sr. C.D.: Tamanna Virmani

Creative Director: Manish Kinger

Account Management: Yashaswi Bhatt, Itee Gupta

Absolut Productions Team

Director: Manoj Pillai

Producer: Puneet Bhatia