Prega News’ campaign ‘#SheCanCarryBoth’, released ahead of International Women’s Day 2025, has secured the 31st position in IMPACT’s Top 75 Campaigns of 2025.
The campaign highlights society’s discomfort in accepting women who excel simultaneously in their professional lives and as mothers.
The film is set during a parent-teacher meeting at a school, where a young student, Sanvi, waits anxiously for her mother amid judgmental murmurs from other parents. The narrative shifts when Sanvi’s mother arrives in full army uniform, moments before Sanvi’s turn. Earlier, Sanvi’s teacher asks her to read a paragraph she has written about her role model. In her poem, Sanvi says her role models are “the women who try,” subtly challenging conventional assumptions around motherhood and professional commitment.
By portraying a woman serving as a military officer while fulfilling her role as a mother, the campaign reinforces the message that maternal love and responsibility are not limited by traditional expectations or career choices.
The campaign was curated by SG Dream Media.
For the 2025 rankings, the IMPACT editorial board assessed hundreds of campaigns based on parameters such as narrative clarity, creative execution, originality and production quality. The selected campaigns were recognised for their ability to deliver strong brand messages through compelling storytelling.
