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<ul><li>In the last few years, <keyword id="3679921" type="General" weightage="20" keywordseo="prega-news" source="Orion">Prega News</keyword> has associated with a lot of known faces like <keyword id="1377418" type="General" weightage="20" keywordseo="kareena-kapoor-khan" source="Orion">Kareena Kapoor Khan</keyword>, <keyword id="6357860" type="General" weightage="20" keywordseo="anushka-sharma" source="Orion">Anushka Sharma</keyword> and more recently Kajal Aggarwal, to build its visibility. </li><li>Now, it is trying to go deeper into the country and is partnering with regional influencers to engage with its audiences. It is also making a conscious effort to talk about sensitive issues around pregnancy to raise awareness and sensitize people.</li><li>We speak to <keyword id="6072225" type="General" weightage="20" keywordseo="joy-chatterjee" source="Orion">Joy Chatterjee</keyword>, General Manager, Sales &amp; Marketing, <keyword id="146847" type="General" weightage="20" keywordseo="mankind-pharma" source="Orion">Mankind Pharma</keyword> to understand the brand's roadmap ahead.</li></ul>Prega News from Mankind Pharma is today one of the most recognized pregnancy-related brands. Its rapid detection kit currently holds 80% market share. In order to further expand its reach in the country, the brand has been engaging in a lot of ATL and BTL activities while also regularly coming up with communications that talk about different pregnancy-related issues. Its campaign, #SheIsCompleteInHerself for this year’s International Women's Day spoke about infertility in women with an aim of sensitizing people towards the issue. Over the past few years, the brand has also taken on popular faces like Kareena Kapoor Khan, Anushka Sharma and more recently Kajal Aggarwal, to reach out to their audiences while also focussing on specific markets. The aim is now not only to go deeper into the country but also start conversations around important issues related to pregnancy. We recently spoke to Joy Chatterjee, General Manager, Sales &amp; Marketing, Mankind Pharma who told us their strategy to grow the brand so far, its marketing game plan and how it aims to expand its presence in different markets by going deeper into the country and by starting conversations around sensitive topics around pregnancy to sensitize and educate people. Excerpts: Q) What has helped Prega News capture the maximum market share in the category? Prega News is a <a name="_GoBack"></a>rapid detection kit that gives accurate results in 5 minutes and at the same time is convenient to use. The best part of the product is that a women can test urine samples anytime of the day. These factors are the foundational core of the product. Over the years, we have built the credibility of the product brand regarding its accuracy and convenience. This has benefited us, and whenever expecting mothers buy Prega News, they do it because there is an assurance that it will give truthful results. With this approach, we focused extensively on ATL and BTL activities. In the beginning, our objective was to spread awareness among the target audience, and focus on the distribution and supply chain so people easily get the product. Also, we hold the market share by 80%. The only way left for a brand to grow is by expanding the market itself and, thus, getting more and more women to use the product confidently. Q) The current penetration of the category is 17% which Prega News aims increase in the next five years. What will be your strategy to make this target a reality? We are building awareness in rural areas, focusing on social messaging with the intent of bringing positive change in society. We have launched several campaigns on different issues that need to change. We drive a strong presence in the urban market. It has become a go-to product amongst the target audience. As the expansion of the product is one of our main priorities, we are focusing on regional markets. Earlier, we faced issues in connecting with people and were thinking of the best way of reaching rural women. We realized that the influence of regional channels is growing tremendously and now run different media plans and brand ambassadors for different regions. We have got a lot of success with regional channels. The consumers relate well with them which leads to better engagement for us. Q) What are a few milestones for Prega News in the last few years? What has given you an edge over the competition? Through our campaigns, we have spoken on issues surrounding soon-to-be mothers – workplace bias towards pregnant women or new moms, physical issues faced by expectant mothers, gender discrimination, and many more. Last year, we completed 10 years in the Indian market and launched a digital campaign, #PregaMoment. The product has been growing in healthy double digits annually. We witnessed a steep spike of over 20% in its demand during the COVID lockdown. It’s the trust factor that gives us the edge over others. Q) How has your marketing strategy helped you stand out? What role did popular faces like Kareena Kapoor and Anushka Sharma play in building brand Prega News? In the preliminary days, we used to release ads in newspapers and magazines to target women because that time pregnancy detection card was not available very easily. We launched this product in the OTC category to make it easily available. Our advertising journey started in 2010 with our first brand ambassador, <keyword id="18591" type="General" weightage="20" keywordseo="neha-marda" source="Orion">Neha Marda</keyword>. The message targeted at married women was simple – that it will take just 5 minutes to clear all doubts about their missed periods with the Prega News detection card. There are two parts to the Prega News advertising journey – the first being functional, which educates people about the tangible benefits of the product. In the beginning, this was done using semi-celebrity moms and later with big celebrity mothers and now we are focusing on regional actors and mom influencers. We have adopted a ‘Social Good’ content strategy as the second pillar of our communication, where we have highlighted many issues in our different campaigns. Our associations with endorsers like Neha Marda, <keyword id="6358615" type="General" weightage="20" keywordseo="shilpa-shetty" source="Orion">Shilpa Shetty</keyword>, <keyword id="1834697" type="General" weightage="20" keywordseo="srabanti-chatterjee" source="Orion">Srabanti Chatterjee</keyword>, Kareena Kapoor Khan, Kajal Aggarwal and Anushka Sharma over the years have helped us reach different markets across the country. Q) How are you going deeper into the country? What are your expansion plans? Our expansion strategy is to reach every market in the country. We have realised that if we need to make women aware of pregnancy detection cards, we will need to associate with local people, NGO’s, Asha workers and others where we can talk to women about different things surrounding a pregnancy. To fulfil the same, we’re focusing on our distribution channels. The markets are further segmented as per the supply channels ranging from drugstores, pharmacies, online retail, supermarkets/hypermarkets, and Fertility and Gynaecology Clinics. In the last year, we have received a great response from the West Bengal market. Our focus is now on strengthening our reach in different states like Uttar Pradesh, Madhya Pradesh, Punjab, Rajasthan, amongst others. We will extensively focus on rural areas like Mirzapur, Unnao and Kannauj, to name a few. Q) Are most of your consumers in larger cities or do you see a demand in Tier II &amp; Tier III cities too? Brand awareness is pretty high among urban populations. However, we are witnessing a positive trend in Tier II and Tier III cities too. People are becoming aware of the product and have started considering buying the pregnancy detection card but there is still some hesitancy around using the product among some people. We’re building awareness through many initiatives, so more and more women open up to using the product. Q) Looking ahead, what will your marketing strategy look like? We are quite prominent on TV, Digital, and OOH. We focus on a 360 degree marketing channel. From a reach perspective- there is no active brand on TV and our SOV is almost 95%. Television has helped us in reaching the masses. We are doing branded content, and focusing on digital mediums as well, be it by roping in mom influencers or creating a dialogue among the TG. Regional campaigns have been our strength and have helped us establish a connection with consumers by interacting with them in their language. In 2019, we ventured into the southern market and roped in celebrities like Kareena Kapoor and <keyword id="13060" type="General" weightage="20" keywordseo="priyamani" source="Orion">Priyamani</keyword> simultaneously to capture both the northern and southern markets. Also, this year we have roped in Kajal Agarwal as the face of the South market. In the future too, we will keep this momentum going. There are new campaigns in the pipeline, which will go live at the right time. Q) Apart from TVCs, how have you been educating/sensitizing people about the complications around pregnancy, or infertility (since this was a topic you touched on in your last campaign)? Yes, we want to sensitize people on the pregnancy-related issues. In India, there is a stereotypical mindset when it comes to adopting a child or opting for IVF or surrogacy. There is a need to create a dialogue on breaking stereotypes around infertility issues, as this is a common issue prevalent among couples nowadays. Around 10-15% of all married couples face a problem in conceiving a child today. With changing times, we need to become more progressive and inclusive, to be able to bring about a positive cultural change. Hence, this is the first step towards the change. Going further, we also have plans to rope in gynaecologists who can impart knowledge on the importance of family-planning, the use of contraceptives and pregnancy detection cards and the importance of health and nutrition during pregnancy. Our objective is to initiate a healthy conversation around important issues in society.

Prega News is focusing on smaller cities, regional content and micro influencers to ring in its next phase of growth

<ul><li>In India, brands are trying to figure out the right way to communicate with their audience during a national emergency and change their message, which makes marketing – and the role of CMO – more critical than ever.</li><li>In our latest interview series, we speak to a few CMOs to understand how they are helping out their organisations find the right ways to connect with consumers.</li><li>Today, we talk to Joy Chatterjee, General Manager of Sales and Marketing, <keyword id="146847" type="COMPANY" weightage="20" keywordseo="mankind-Pharma">Mankind Pharma</keyword> about how his role has changed during the second wave of COVID-19.</li></ul>As India continues to grapple with the second wave of the coronavirus pandemic, frontline workers are racing against time by fighting through the lack of supplies and increasing number of fatality rates to contain its spread. To extend its support during such testing times, Pharmaceutical giant Mankind Pharma has pivoted its <keyword id="489452" type="PERSON" weightage="20" keywordseo="marketing-strategy">marketing strategy</keyword> by using its advertising tools to spread awareness and spark more empathy towards our frontline workers. <div type="twitter" handle="Pharma_Mankind" handlename="Mankind Pharma" image="http://pbs.twimg.com/profile_images/922748683996688389/Ttocwphx_normal.jpg" favoritecount="52" retweetcount="5" status="- Lowers the risk of heart disease- Strengthens the immune system- Helps the body absorb iron- Prevents common c… https://t.co/tW2EKtOCQB" createdat="1621406840000" id="1394907505117908996"></div> <div type="twitter" handle="Pharma_Mankind" handlename="Mankind Pharma" image="http://pbs.twimg.com/profile_images/922748683996688389/Ttocwphx_normal.jpg" favoritecount="971" retweetcount="37" status="Lifestyle plays an important role in treating your high blood pressure, make sure to examine regularly and take con… https://t.co/hQ8XQPShto" createdat="1621239060000" id="1394203786600620032"></div> Telling us more about the company's larger marketing strategy now, Joy Chatterjee, General Manager of Sales and Marketing, Mankind Pharma said, “We are using our social media handles to put out the right knowledge and positive messages for the consumers. In the past few months, we have observed that people are tagging us to help them out the relevant information with regards to medicine, vaccination and others. We have ensured to extend our help, and are trying our best to respond to all the queries.” While COVID has been around for more than a year now and we are now used to working from home, this year feels nothing like 2020. Every social media post reminds us of the severity of the situation. At such a time, brands are trying to do their bit by donating, amplifying SoS requests on social media or volunteering. For Chatterjee, 2020 was a test match that helped him prepare for the storm and shift in the digital landscape. Now, he is trying to focus more on helping out his employees, finding a valid cause to associate with and come up with empathetic campaigns. “During the first phase of lockdown, we all witnessed numerous changes like the sudden shift to WFH, the two months imposed lockdown disrupted the supply chain. E-commerce business observed a tremendous response, as people relied on such apps for the delivery of products. However, in the second wave, all of us are more prepared and equipped for WFH and supply chain management. The situation related to lockdown vis-a-vis corona cases is different. The earlier experience has helped us on how to perform, and what sort of strategies should be implemented to avoid the hurdles,” said he. As an essential service provider, the major challenge for Mankind Pharma right now is to maintain its supply chain but it is focusing on digital mediums to reach out to a wider audience. Chatterjee shared, “There has been a lot of restriction due to lockdown in many states which is resulting in slow movement in our logistics. However, lockdown is necessary also to break the chain, and we strongly support the government. There is no doubt that the Pandemic has come with a shift in consumer preferences as well in terms of media consumption, people are spending a lot of time on digital media platforms and we are also focusing on such mediums. For instance, we choose mediums as per the demand, and right now we are highly focused on the digital medium to reach the target audience.” Mankind Pharma had launched a campaign three weeks ago with brand ambassador Anil Kapoor as a tribute to frontline warriors. It also contributed Rs 100 crore to families of Frontline martyred warriors and allocated Rs 40 crore from its CSR funds to help COVID patients and their families struggling for oxygen cylinders and concentrators. <div type="Youtube" id="_OTJk6aI06U" title="Mankind Pharma | 100 Crores tribute to the Frontline Warriors | Hindi" thumbUrl="https://i.ytimg.com/vi/_OTJk6aI06U/mqdefault.jpg"></div> This lockdown, a few Indian brands have put a pause on their advertising to give their consumers space to process or they have launched empathetic campaigns as a reminder of togetherness and better tomorrow. According to Chatterjee, if a brand is communicating during such times, he said that relevant and empathetic communication are the key areas that should be visible and adopted in the strategy. “Times are such, even if brands are not relevant to the Covid-19 situation, they have to show compassion and empathy to the unprecedented situation. Brands are apprehensive of not being compassionate and empathetic to the situation. Riding on a trend is important but it's always for short-term benefit, brands always try to explore different opportunities to communicate about their benefits keeping the core message universal,” elaborated Chatterjee. The second wave has pushed all leaders to prioritise their employees’ wellbeing and keep their business’ goals on hold. As a leader, Chatterjee’s focus areas have changed too. “Our employee wellbeing is our utmost priority,” said Chatterjee. “We have created a separate to-do list for employees to keep them safe which includes regular updates about their health, how to take precautions or preventive measures to keep themselves and family safe. We are keeping track of the vaccination, and we are making sure that all our employees get vaccinated. Mankind Pharma works on three core principles – People, product and seamless process in functioning the business across the company. In these hard-hitting times, we have ensured working remotely for everyone and have offered support to those in need to promote positive mental health amongst employees. Mankind Pharma has also increased the insured amount for medical urgencies.” However, Mankind Pharma’s revenue goals and growth targets remain the same. Chatterjee is optimistic that the company will continue to grow this year as per their plan. “Our numbers are still intact, and we are quite optimistic that the numbers will surpass this year due to our thoughtful preparation. There are no changes to our predefined goals,” said Chatterjee. According to IQVAI report, Mankind Pharma is the fourth largest pharmaceutical company in India. Indian pharma industry will have to grow at a CAGR of 12% to reach $130 billion by 2030 from $41.7 billion in 2020.

Even if brands are not relevant to the Covid-19 situation, they’ve to show compassion and empathy to the unprecedented situation: Joy Chatterjee, Mankind Pharma

<ul><li><keyword id="2796952" type="PERSON" weightage="20" keywordseo="Manforce-Condoms">Manforce Condoms</keyword>’ latest campaign is a masterstroke. </li><li>The brand is urging people to use a condom, even if it is their competitors. </li></ul>Every year December 1 is observed as <keyword id="34644" type="PERSON" weightage="20" keywordseo="World-AIDS-Day">World AIDS Day</keyword> to raise awareness and knowledge about HIV and a call to move towards ending the HIV epidemic. It’s an opportunity for people worldwide to unite in the fight against HIV, to show support for people living with HIV, and to commemorate those who have died from an AIDS-related illness. Manforce Condoms has come up with a new campaign #StandTogether, urging people to protect India against HIV. As a leading brand in the industry, Manforce, through this campaign focuses on a larger responsibility of educating people to use condoms, no matter what brand you use. <div type="Youtube" id="wkX3xuHofE0" title="WorldAIDSDay" thumbUrl="https://i.ytimg.com/vi/wkX3xuHofE0/mqdefault.jpg"></div> The campaign highlights the importance of using condoms to fight against HIV and at same time communicates that the brand doesn’t matter. The most important is the health and safety of everyone and addresses the relevant issues related to safe sex with an appeal to enthusiastic lovers to have protected sex. In India, people are either shy, or are not aware enough about the use and importance of protection to stay away from AIDS. It is important to have conversations on sex education in schools to conversations at home. Society should never step back with the fact that condoms play a crucial role in the industry and understand the safety side of it instead of being shy. <keyword id="6072225" type="PERSON" weightage="20" keywordseo="joy-chatterjee">Joy Chatterjee</keyword>, DGM, <keyword id="146847" type="COMPANY" weightage="20" keywordseo="mankind-Pharma">Mankind Pharma</keyword> said, “Through this campaign the intention is to show that we are committed towards our customer’s safety and want to ensure that sex always stays as an act of pleasure, along with safety. We want to communicate to the masses to just "Use A Condom" to avoid AIDS and when it comes to a physical relationship, safety plays an important role in strengthening the bond between partners”. Sex causes a whirlwind of emotions that can take anyone to the universe of happiness, relaxation and contentment. Though sex is the most delightful feeling, it may also open the gates of sexually transmitted diseases (STDs) without posing any warning. BE SAFE!

Manforce Condoms promotes its competitors in its latest ad for World AIDS Day

<ul><li>Manforce's new campaign, #YouAreNotAlone gives a different spin to typical <keyword id="41008" type="ENTERTAINMENT" weightage="20" keywordseo="Valentines-Day">Valentine's Day</keyword> communications.</li><li>It has asked couples to stay careful in public places.</li><li>The aim of the campaign, conceptualized by <keyword id="4969050" type="PERSON" weightage="20" keywordseo="ADK-Fortune">ADK-Fortune</keyword>, is to bring to light the perils of indulging in PDA thinking one is alone in public spaces with complete disregard to prying eyes who are always on the lookout for vulnerable couples.</li></ul>As we come closer to Valentine's Day, when most brands urge people to shower love on their loved ones, condom brand Manforce has come out with a very different communication. People have different opinions about what is the limit of Public Display of Affection (PDA). With time, we have at least matured enough to not feel uncomfortable with a simple hug, holding of hands or a goodbye kiss at public places. The problem starts only when we cross the line. And it is not so much about disregarding other’s feelings but rather it’s putting oneself in danger thinking you are alone. What they forget is there is nothing private about the public place. The new campaign by the brand brings to light the perils of indulging in PDA thinking you are alone with complete disregard to prying eyes who are always on the lookout for such vulnerable couples. 
 <div type="Youtube" id="uUCDF3WEOJk" title="Manforce Condoms | Valentine's Day | #YouAreNotAlone" thumbUrl="https://i.ytimg.com/vi/uUCDF3WEOJk/mqdefault.jpg"></div>



 Commenting on the campaign, <keyword id="6072225" type="PERSON" weightage="20" keywordseo="joy-chatterjee">Joy Chatterjee</keyword>, DGM, <keyword id="146847" type="COMPANY" weightage="20" keywordseo="mankind-Pharma">Mankind Pharma</keyword> said, “As a responsible brand, we take pride in sensitizing couples about safe sex. This time we have a strong message to those couples who indulge in PDA thinking they are doing it within the four walls of their house. It’s important for them to understand where they are, what they are doing and how their action can ruin their life.” The #YouAreNotAlone campaign has been conceptualized and executed by ADK Fortune Communications Pvt. Ltd., Gurgaon. “After our successful campaign #ShutThePhoneUp, we wanted to continue with this momentum of sensitizing people about ‘safe sex’. And that is how we arrived at our fresh campaign #YouAreNotAlone. The campaign speaks about the danger of letting your guard down in a public place. Irrespective of what the place may look like, there is always danger lurking around and that can ruin your life”, says <keyword id="4236018" type="PERSON" weightage="20" keywordseo="Subroto-Pradhan">Subroto Pradhan</keyword>, Managing Partner, ADK-Fortune.

This Valentine's Day, Manforce has a word of caution for couples

<ul><li><keyword id="146847" type="COMPANY" weightage="20" keywordseo="mankind-Pharma">Mankind Pharma</keyword> signs Anil Kapoor and <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword>.</li><li>The Bollywood stars would represent Health OK, multivitamin and mineral tablets.</li></ul>Mankind Pharma has expanded its OTC range of products. Since 2013, ‘Health OK’, a multivitamin tablet, has been a part of the drug category and has now been incorporated in the OTC category as a food supplement. To intensify and spread awareness around its OTC products; the age-defying Anil Kapoor and youth’s star Ranveer Singh, have come together in one single frame to spread the message of a healthy and energetic lifestyle. ‘Health OK’, multivitamin and mineral tablets, that help cope up with modern lifestyles problems, with its unique formulations of Natural Ginseng and Taurine for maintaining energy, 20 multivitamin and minerals for improving overall health and Vitamin C, D and Zinc, for building Immunity. Due to the fast-paced life cycle, people tend to ignore their health by skipping meals, and thus look for convenient and unhealthy eating habits leading to regular tiredness, fatigue and weakness- which are signs of lack of macro and micronutrients, hence, resulting in low energy and deteriorating overall health. Studies have revealed that multivitamins are consumed for mainly two reasons, overall fitness and health and to keep up the energy levels in today’s hectic lifestyle. The combination is a deadly one as no one is better than Anil Kapoor, who is the epitome of a healthy lifestyle and Ranveer Singh, known for his super-energetic persona, to endorse Health OK. <div type="twitter" handle="mankindhealthok" handlename="Mankind Health Ok" image="http://pbs.twimg.com/profile_images/1374270091353722887/9U_C8UX7_normal.jpg" favoritecount="44" retweetcount="23" status="A hectic lifestyle leadsto low immunity levels and everdeteriorating energy. With unique formulations ofnatural… https://t.co/xdYV7yeOaK" createdat="1617088280000" id="1376794151883132929"></div> The TVC campaign showcases Anil Kapoor and Ranveer Singh working in an office with back-to-back work leading to a hectic schedule for both. The surprising element is that their level of energy remains constant throughout the day. Towards the end of the video, the duo reveals 'Health OK' as their secret of energy and fitness. To further promote the product, strengthen its presence and amplify awareness, the brand has adopted 360 degree integrated campaign across all platforms like Print, TV and Digital and OOH. Speaking on the association, brand ambassador Anil Kapoor said, “I am delighted to associate with a brand like Mankind Pharma who has been working effectively in making India a self-reliant country. With the new product launch, I am excited to represent Health OK to reach the masses.” Commenting on the association, brand ambassador Ranveer Singh said, “I am excited to be a part of the brand’s endeavour and extend my support to the brand's vision. In our hectic lifestyle, we tend to forget about the vitamins and minerals that our body requires. I am sure that people will benefit immensely from this new product by Health Ok. I look forward to being a part of their growth journey.” Talking about the launch of the new brand category, Joy Chatterjee, General Manager, Sales and Marketing Mankind Pharma, said, “The reason behind including ‘Health OK’ in the OTC segment was mainly because nowadays the hectic lifestyles that people live, they frequently face issues related to low energy, tiredness and fatigue. Our plan to expand our OTC category has been strategically thought out as we constantly strive to provide solutions to our target consumers to better their lifestyle issues. In the near future, we have rigours plans to strengthen the overall category with existing brands, and additionally expand the products portfolio. Having on-boarded two Mega Superstars, Anil Kapoor and Ranveer Singh will help us further strengthen and build the awareness for this category.” The decision has come at a time when the country is grappling with the COVID-19 pandemic and there is an increased focus on preventive healthcare. Factors such as rising health conditions, changing diets and eating habits have led to an uprising demand in the market. The brand is fully committed to satisfy the aspiring needs and help consumers to get the best quality products.

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Prega News is focusing on smaller cities, regional content and micro influencers to ring in its next phase of growth

Samarpita Banerjee

Even if brands are not relevant to the Covid-19 situation, they’ve to show compassion and empathy to the unprecedented situation: Joy Chatterjee, Mankind Pharma

Karuna Sharma

Manforce Condoms promotes its competitors in its latest ad for World AIDS Day

BI India Partner

This Valentine's Day, Manforce has a word of caution for couples

BI India Partner

Mankind Pharma onboards Anil Kapoor and Ranveer Singh as brand ambassadors to focus more on OTC range of products

BI India Partner

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