Prega News, the pregnancy detection brand from Mankind Pharma, has launched an Independence Day campaign, Bharat Mein Bana. Bharat Ke Liye., marking 19 years of being part of families’ life-changing moments.
Conceptualised by Kinnect, the film draws on a simple idea within the brand’s name—NEWS, representing North, East, West and South. It travels across four homes in different parts of India, capturing diverse languages, cultures and ways of expressing happiness while highlighting the universal emotions surrounding the discovery of a new life.
The film shows families and couples receiving and sharing the news in different ways, from celebrations with grandparents and elders to quieter, more intimate moments. While the settings and expressions vary, the anticipation, surprise and joy remain the same.
Speaking about the campaign, Joy Chatterjee, Vice President and Head of Sales and Marketing, Mankind Consumer Products Pvt. Ltd., said, “India speaks in hundreds of languages, but the moment a woman learns she is expecting, the reaction is the same in every home. That is what we wanted to bring alive this Independence Day. For 19 years, Prega News has been in that room, across every state, and it has been made in India throughout. When an Indian brand becomes part of millions of life’s biggest moments, it stops being just a brand. It becomes part of India’s story. Bharat mein bana, Bharat ke liye.”
“The most powerful visuals are often the simplest. For this campaign, that visual is a smile the one emotion that needs no translation. Across India's many languages, cultures, and traditions, the smile that follows good news remains beautifully the same. We wanted to celebrate that shared human truth, using a single expression to remind us that joy connects us all, and that inclusivity begins with the emotions we all recognize,” said, Ankur Garg, ECD – Kinnect.
The film closes by expanding NEWS into North, East, West and South, reinforcing the brand’s presence across the country with the message, “We deliver Good News across India.”
