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On this International’s Women’s Day, Preganews gives a new colour to Good News

To mark International Women’s Day, Mankind Pharmaceuticals, maker of India’s No 1 pregnancy detection kit Prega News, launched #ImwithYELLOW, a robust and thoughtful digital campaign to market gender equality within the country.

The campaign underlines the brand’s ‘forward-thinking’ philosophy and make awareness about sensitive issues that affect society.

The #ImwithYELLOW campaign has been conceptualized by Havas & executed by ad agency ADK Fortune Communications. The campaign is launched across all digital platforms including the film “Thappad”, cinema halls, outdoor, radio and e-commerce platforms for wider reach. It shuns the concept of color gender discrimination, like ‘blue is for boys’ and ‘pink is for girls’ and instead stands with Yellow, which may be a neutral colour for both genders and stands for equality. Prega News has also developed a microsite where supporters can enlist and take a pledge for gender equality through #ImwithYELLOW campaign.

Mr Rajeev Juneja, CEO, Mankind Pharma, said: “Prega News has been a frontrunner in raising pertinent issues associated with pregnancy and childbirth within the country, which are generally ignored. Indian society remains at large engulfed with preference of son over female. Labelled in specific colors this has been running through generations and is wrecking the inspiration of country’s social progress. Our latest campaign - #ImwithYellow is an initiative to rise against the alarming issue of sex discrimination. It urges people to try to to away with the clichés of gender stereotyping and specialise in health of the baby by standing with Yelow- a color that symbolizes its health and happiness”.

Prega News brand ambassadors Kareena Kapoor and Priyamani also joined the new initiative along side Neha Dhupia, Soha Ali Khan, Mahi Vij and Karan Mehra undertaking a video pledge. aside from this, the corporate has also partnered with ‘Momspressoo’ - largest Mom's community where around 15 moms will make share videos with their own stories.

To promote the campaign, Prega News has engaged with many brands and influencers like RJ Raunac, who will raise the difficulty in his famous parody ‘Bauaa’ on Red FM station . Prega News would be promoting this initiative with First Cry and Inox. Further, the corporate has also related to the film “Thappad” which deals with gender biases. Actor Tapsee Pannu are going to be seen joining Prega News #ImWithYellow campaign by saying ‘Because yellow as a color stands for the health of the baby and not its gender’.

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