Jigsaw Brand Consultants has been mandated to create extension brands for the Prega News Portfolio by Mankind Pharma. This will include the strategic direction for the brand architecture, identity and packaging for the new brands.
Rutu Mody Kamdar
Said Rutu Mody Kamdar, Founder, Jigsaw Brand Consultants: “We are very happy to partner with Prega News for these new and exciting innovations in this category. We are bringing in our deep consumer insight skills that are being translated to identity and packaging design for this portfolio.”
Added Joy Chatterjee, General Manager, Sales & Marketing, Mankind Pharma: “The team at Jigsaw Brand Consultants brings with them an ocean of experience in this space. They understand the consumer as well as the science of design and communication: especially one that is as intimate as ours. I am delighted to have found partners in them and look forward to the value they bring to the Prega News table.”
It was the official International Women’s Day yesterday. The 8th of March. Another day and another round of conclaves, purpose-led brand associations, events, and hype. Another day when inspirational anecdotes featuring women achievers were circulated and celebrated. Women exploitation, empowerment, POSH, Glass Ceiling breakers were the focus of discussions. And then, life returned to abnormal. Because what one desires should be normal and what exists, what one is trying to change the abnormal. I am not sure if I got that right. May be it is the other way round.
Advertising is always ahead of the curve, reflecting aspiration and desire. Brands try to mirror evolution of women and changed status on and around women’s day. A life full of unconstrained new social flexibility and age-old constraints.
The purpose-led intent of the brand and its advertising fails to nudge a behaviour change or change the life of women. But, this focused women’s day advertising and brand associations bringing attention and focus to inequalities, non-inclusive, exploitation, unjust norms, and expectations must not stop. They are the reality check and a good reminder.
Socially we have come a long way, and we collectively accept the new emerging scenario and challenges. However, when we look deep, we remain the same in more ways.
NOTHING CHANGED.
Trust me, other than for the minuscule population, women’s day is like that dinner in a marriage or the political rally full of promises. In a short time, every evidence of the celebration is removed, and the promises are forgotten.
Everyone tries to exploit the opportunity. In Mumbai, a sizeable residential society and the Municipal corporation representative celebrated Women’s Day last week. The corporator is also a woman. Speeches happened; examples of achievements were shared. And at the end, women were given a branded Tawa and pan as a gift. PR opportunity over. It tells how much nothing has changed.
On TV, debates and conclave on women’s interests happened. Newspapers devoted pages, and FM will bring stories to life. Digital will have its moment marketing, and that’s it. Most probably, at most debates, it will be a male-dominated panel. Or perhaps not.
Even today, sharing household jobs and load still sounds like ‘Share Her Load’, and we know we have not moved further.
WE HAVE BEEN OVER-AMBITIOUS.
I think somewhere, we have missed a trick. We are trying to move too fast. We want tectonic impact without grassroot changes and acceptance of role, responsibility, and contribution resulting from gender inequality. And we have moved to discuss women’s role in Climate control. We have missed the basic need to nudge behavioural change in terms of Gender respect, gender equality and inclusiveness.
NO SHIFT.
In 2021, MTV said: ‘There is more to a girl’s Life than Shaadi ‘. Facebook featured a woman football coach to make a statement. Ijazat Hai by OkCupid reminded you that women still need permission for everything she does! Most try to establish that running and maintaining a home is not her and not only her responsibility.
In 2022, the 121st Women’s Day celebration is no different.
We are still in the same area and area. The brands are trying to establish and talk of a similar thing. Designing a world without a glass ceiling and barriers. We still work with contrived expectations. Prega News harps how women can carry both worlds. The world she is expected to- her home and the world of her job responsibilities.
Wow skincare demonstrates the power with #SheMakesUs. Kalyan jewellers push for I am more than enough and tries trending #BreakTheBias. Hera uses International women’s day as a cover to launch and even includes a hashtag #NoMoreCompromise in the creative; such initiatives undermine the efforts of other well-intending brands.
Greenlam Industries, in a very contrived way, try encouraging gender equality. Still, it is not her right.. #CanDare, #Impossible, and such Hashtags appear and disappear like the celeste bodies.
MISSING CHAPTER.
A special mention to Whisper for ‘Keep Girls in School’. This initiative will go a long way and will have a considerable impact. We need more dedication from brands- ‘Missing Chapter’ is a move in the right direction. And yes, I wait to see the wall paintings that the brand wants to use to raise awareness about mensuration.
WE HAVE BEEN STUPID.
We have always kept high expectations from purpose-led advertising. Yes, the right communication is known to trigger behaviour change and nudge society toward the right direction, but they are rare and few. A significant societal change requires working at an individual level.
THERE IS HOPE.
It will be wrong to say that all efforts are wasted, and no change has happened. The new generation is far smarter, more cued for their acceptance and rights. I do think the tsunami of change is just ahead, and the process will only get accelerated. Till then, let’s raise a toast to the new generation of aware women and wish that things do change.
YOU CAN MAKE A DIFFERENCE.
Forget the buzz associated with International Women’s Day, and forget its existence. Go, celebrate the women in your life. Whosoever is important in your life. Your grandmother, mother, sister, wife, daughter, daughter-in-law, friends and relatives.
Start afresh. Start small.
Listen to their ambitions, desires, barriers, and complaints. And make some positive contribution to their life. Start treating them as equal. Allow them to express be inclusive in education, social interaction and freedom and flexibility. Give them the freedom to be listened to and act.
Prega News, Mankind Pharma’s pregnancy detection brand, has launched a new campaign, #SheCanCarryBoth to celebrate the boundless spirit of womanhood.
Notes a communique: “The video film exquisitely captures the insecurities of women with the portrayal of three starkly different personalities. One has happily entered the phase of motherhood, the other is highly sceptical about the career options as a model post her pregnancy, while there is another ambitious lady disoriented from the concept of motherhood to fly high in her career,” adding: “Prega News with the campaign intends to break the stereotypical inhibitions arising in every woman’s mind, and drives away their doubt that having a child can bring a full stop to their career. It enunciates the huge strength of women who do not shy away from any form of responsibility. It harbors a sense of inclusivity that motivates the women to celebrate their various phases of womanhood, while not compromising on their dreams and ambitions.”
Mankind Pharma’s pregnancy test kit Prega News has launched the #CoolHaiMeriMaa campaign. The video campaign will run on the YouTube channel and all social media profiles of Prega News.
Said Joy Chatterjee, General Manager, Sales & Marketing of Mankind Pharma: “The #CoolHaiMeriMaa campaign is an attempt to showcase the journey of mothers who are caregivers and work relentlessly to ensure in paving the road to a better tomorrow for their kids. Through this campaign we recognize and pay a tribute to all the moms in the world for the role they play in their kids’ lives and express gratitude for teaching children the virtues of patience, resilience, and courage and highlight how these values are helping them in their personal and professional lives.”
To mark International Women’s Day, Prega News has launched #ImwithYellow, a digital campaign to promote gender equality in the country. The campaign underlines the brands forward-thinking philosophy and creates awareness about sensitive issues that affect society.
The campaign has been conceptualised by Havas and executed by ADK Fortune Communications. The campaign has been launched across all digital platforms including cinema halls, outdoor, radio and e-commerce platforms for wider reach.
Said Rajeev Juneja, CEO, Mankind Pharma: “Prega News has been a frontrunner in raising pertinent issues related to pregnancy and childbirth in the country, which are generally ignored. Indian society is still at large engulfed with preference of male child over female. Labelled in specific colors this has been running through generations and is wrecking the foundation of countrys social progress. Our latest campaign – #ImwithYellow is an initiative to rise against the alarming issue of sex discrimination. It urges people to do away with the clichés of gender stereotyping and focus on health of the baby by standing with Yellow – a colour that symbolizes its health and happiness.”
It was the official International Women’s Day yesterday. The 8th of March. Another day and another round of conclaves, purpose-led brand associations, events, and hype. Another day when inspirational anecdotes featuring women achievers were circulated and celebrated. Women exploitation, empowerment, POSH, Glass Ceiling breakers were the focus of discussions. And then, life returned to abnormal. Because what one desires should be normal and what exists, what one is trying to change the abnormal. I am not sure if I got that right. May be it is the other way round.