Prega News has launched a Father’s Day campaign that highlights the importance of paternity leave and the role fathers play in the earliest stages of parenthood.
Created in partnership with SG Media, the campaign is anchored in a reality many Indian families face: fathers who want to be present during the first days of a child's life but often lack the workplace support to do so. According to available data cited by the brand, only 32% of Indian companies currently offer paternity leave.
The campaign film follows a new father navigating the tension between workplace responsibilities and his desire to be present at home, reflecting the challenges many modern families face as nuclear households become increasingly common and both parents balance professional commitments.
Through the initiative, Prega News seeks to spark conversations around four key themes: the bond formed between fathers and newborns in the early days, the support fathers provide to recovering mothers, the growing reality of shared parenting, and the need to rethink how involved fatherhood is viewed and supported in India.
Joy Chatterjee, Vice President and Head of Sales and Marketing, Mankind Consumer Products, said, “Prega News has always believed that parenthood is a shared journey. Our campaigns have spoken to mothers, but we have always known that behind every new mother is a partner who is equally overwhelmed, equally in love and equally in need of the time and space to be present. This Father’s Day, we want to celebrate the fathers who show up fully and start a conversation about making it easier for every father to do the same. Paternity leave is not a perk. It is part of how we build stronger families.”
The campaign is live across social media platforms and continues Prega News’ efforts to broaden conversations around parenting, highlighting the need for greater institutional support for fathers as active participants in childcare from the very beginning.
