This Father's Day, Prega News honours the 'invisible journey' of fathers
HighlightsPrega News, a pregnancy detection kit brand from Mankind Pharma, launched a Father's Day campaign that emphasizes the often-overlooked contributions of expectant fathers during the pregnancy journey. The campaign features stand-up comedian Aashish Solanki portraying an expectant father who humorously attempts to experience the physical challenges of pregnancy, while also highlighting the emotional and practical support that fathers provide. Recent research shows that 95 percent of Indian fathers believe parenting is a shared responsibility, with 94 percent actively participating in household chores and childcare, reflecting a significant shift in traditional gender roles.
Prega News
, India's pregnancy detection kit brand from
Mankind Pharma
, has launched a new
Father's Day campaign
that celebrates the often-overlooked contributions of
expectant fathers
during the pregnancy journey.
The campaign highlights how pregnancy transforms both partners' lives, even when one's journey remains largely invisible to the world.
The campaign film features stand-up comedian Aashish Solanki as an expectant father who attempts to experience pregnancy by wearing a belly for a day, undertaking challenges that pregnant women face daily. From picking up objects to sitting comfortably during work calls, the humorous yet enlightening exercise reveals the physical difficulties expectant mothers endure.
However, the narrative takes a meaningful turn when his pregnant wife Rashi and her friends arrive, shifting the focus to acknowledge the emotional and practical support that fathers provide throughout the pregnancy journey.
"This Father's Day, we wanted to shine a light on the invisible half of pregnancy - the father's journey," said Joy Chatterjee, vice president, sales and marketing head, consumer business unit, Mankind Pharma. 'While the physical changes of pregnancy are visible in mothers, fathers too undergo a significant emotional transformation, taking on the responsibility of ensuring financial security for the growing family, working tirelessly to meet increased household needs, and making countless sacrifices to prepare for parenthood.'
The campaign draws inspiration from recent research indicating that 95 per cent of Indian fathers believe that parenting is a shared responsibility, reflecting the evolving dynamics of
modern Indian families
. This progressive outlook marks a significant departure from traditional gender roles, with 94 per cent of fathers actively participating in household chores and childcare.
"Through this campaign, we want to honour the countless ways fathers contribute to the pregnancy journey; from making late-night food runs, planning budgets and providing emotional stability to making major life adjustments and long-term planning for their child's education and healthcare,"Chatterjee added.
The film concludes with the powerful message: "Prega News wishes a Happy Father's Day to all the amazing dads whose invisible journey may not be visible, but who stand by their partners through every joy and challenge of parenthood that begins with good news."
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