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Prega News urges people to shun gender discrimintaion with its #ImwithYellow campaign

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

Mankind Pharmaceuticals has rolled out a digital campaign for its pregnancy detection brand Prega News. Celebrating International Women’s Day, the #ImwithYellow campaign aims to promote gender equality in the country. The campaign highlights the ‘forward-thinking’ approach of the company and builds awareness of sensitive issues impacting society. Conceptualised by Havas, the campaign has been executed by the advertising agency ADK Fortune Communications.

The #ImwithYellow campaign brings into the limelight the sex dicrimination still prevalent in the country and urges people to choose yellow as a gender neutral colour as a symbol of health and happiness. Taking this initiative forward, Prega News has developed a microsite where supporters can enlist and take a pledge for gender equality through #ImwithYELLOW campaign. To support this vision of the brand, a video pledge was a made by Prega News’ brand ambassadors Kareena Kapoor and Priyamani along with Neha Dhupia, Soha Ali Khan, Mahi Vij and Karan Mehra to join the new initiative. In addition, the company has also partnered with ‘Momspressoo’ the mom community where about 15 moms will share their own stories with videos.