Mankind Pharmaceuticals and ADK Fortune India make the office a second home for mothers to be
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?
VIEW THE SPOT (in Hindi)
#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, R.C. Juneja, Chairman, Mankind Pharma said, “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 said, “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”.
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