PregaNews turns Women’s Day film into a branded conversation on postpartum care

New Delhi: PregaNews has rolled out a digital film ahead of International Women’s Day that shifts the brand conversation from pregnancy detection to postpartum care, using branded storytelling to spotlight a stage of motherhood that often remains under-discussed. 

Nearly one in five Indian mothers experiences postpartum depression. The brand frames the film around the silence, fatigue and emotional strain many women are expected to normalise after childbirth.

The film positions PregaNews as a brand seeking relevance beyond the moment of pregnancy confirmation. 

Watch the latest film here:

In recent years, the Mankind Pharma brand has been expanding its pitch from a pregnancy test kit to a wider pregnancy and motherhood care partner, and the new film continues that effort by bringing emotional wellbeing into the centre of the conversation.

The latest communication leans into the branded content playbook rather than straight product advertising. Instead of foregrounding utility, it uses a social insight to build affinity, placing postpartum realities, empathy and support at the core of the narrative. The film is now live on PregaNews’ digital platforms.

The film was conceptualised and executed by Shweta Bhuchar, Co-Founder and Producer, and Gaurav Bhardwaj, Co-Founder & Director, SG Dream Media, with a focus on portraying the quiet realities many new mothers face but rarely articulate.

For PregaNews, this is also part of a longer pattern of women-centric, purpose-driven films. The brand has previously used Women’s Day-linked campaigns to talk about gender equality through #ImWithYellow and societal perceptions around working mothers through #SheCanCarryBoth. 

Earlier, #YourSecondHome also addressed postpartum depression and support systems for new mothers. 

Publicly available brand records show that women-focused, issue-led films have become a recurring part of PregaNews’ communication around key occasions such as Women’s Day and motherhood-linked moments.

Joy Chatterjee, Vice-President and Head of Sales and Marketing for Consumer Division, Mankind Pharma, said, "At PregaNews, we believe that supporting women goes beyond pregnancy detection. Motherhood is a deeply personal journey, and every woman deserves understanding and empathy during this transformative phase. Through this campaign, we hope to encourage meaningful conversations around postpartum experiences and help create an environment where women feel heard, supported and reassured."