Prega News' Women's Day campaign touches upon sensitive issue of infertility

Mankind Pharma’s Prega News has launched a new campaign on the occasion of International Women’s Day, where they are emphasising and highlighting the sensitive issue of infertility among women. This campaign is an initiative by the brand to spread awareness around this sensitive issue. 

The brand has come up with a thoughtful video campaign #SheIsCompleteInHerself​. In India, one out of six couples in urban India battles the issue of infertility. The circumstances and the pressure of society have an adverse effect on the social, emotional and physical health of the couple and the consequences are harsher on women. In most cases, couples suffer in silence with very little support. This Women's Day, Prega News urges all of us to be more sensitive towards the issue and make this world a better place for couples battling infertility.

The video campaign #SheIsCompleteInHerself​ strives to invoke a sense of empathy among its audience and urges them to help couples facing the issue of infertility. The video features a woman who is self-dependent and takes care of her family throughout the day, with no questions asked. She selflessly works around-the-clock to ensure every family member's happiness. Towards the end, the video depicts a conversation about another family member who is pregnant and they are discussing possible names that they can keep for the baby. It is then when she feels the void in her life and is suffering the pain of infertility in silence that she can never become pregnant.

The video:

Joy Chatterjee, General Manager, Sales and Marketing, Mankind Pharma, said, “Through this campaign, we urge everyone to extend care for those suffering from infertility and celebrate every woman for who she is because #SheIsCompleteInHerself​.  We all need to be sensitive and embrace each and every woman for the completeness in herself! It is the responsibility of each one of us to make this world a better place for those suffering in silence.”

Shweta Bhuchar and Gaurav Bhardwaj from the creative agency and production house SG Dream Media, said, “Infertility is a rising concern in India because of which there is an unsaid pressure from the society, particularly for women. Prega News, as a brave brand, stepped forward to raise a conversation around these stigmas. Hence we conceptualised a film that not just sensitises everyone but celebrates women for their completeness in themselves. #SheIsCompleteInHerself.”