For eleven years, the brand has been saying ‘Prega News means good news’, targeting people in Indian cities.
We have always emphasized how Prega News brings good news in only five minutes and how it is convenient to use and also easily accessible,” says Joy Chatterjee, general manager- sales and marketing, Mankind Pharma.
Using the reach of regional TV channels, Mankind’s communication plan includes customized messaging with regional brand ambassadors headlining the campaign in various markets.
“In rural markets, there is still a lack of awareness among people, which restricts the sale of pregnancy kits.
We then thought of getting regional ambassadors on board so that the women could associate and relate more with them,” he says.
Prega News has created a host of campaigns like #SheIsCompleteInHerself, #SundayIsMomDay and many others, to spark social conservations rather than just focusing on the functional benefits.
The brand’s advertising journey started in 2010 with its first brand ambassador, television actor Neha Marda followed by bigger names such as Shilpa Shetty, Kareena Kapoor and Anushka Sharma.
When Prega News first decided to get into over-the-counter selling, their first TVC was launched with television actor Neha Marda known for her roles in soaps like Balika Vadhu.
Television and OTT actors like Priyamani, Manasi Parekh and Mahi Vij are now being roped in.
Neha Dhupia, for instance, was seen participating in a campaign called ‘I’m With Yellow’ where the brand advocated against associating colours with the gender of a baby.
Prega News currently holds more than 80% market share in the segment.