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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.<br /><br /> 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.<br /><br /> 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.<br /><br /> Excerpts:<br /><br />  <b>Q) What has helped Prega News capture the maximum market share in the category?</b><br />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.<br /><br /> 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.<br /><strong><br />  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?</strong><br />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. <br /><br /> <strong>Q) What are a few milestones for Prega News in the last few years? What has given you an edge over the competition?</strong><br /> 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.<br /><br /><strong>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?</strong><br />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.<br /><br /><strong>Q) How are you going deeper into the country? What are your expansion plans?</strong><br />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. <br /><br /> 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.<br /><br /><strong>Q) Are most of your consumers in larger cities or do you see a demand in Tier II &amp; Tier III cities too?</strong><br />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. <br /><br /> <strong>Q) Looking ahead, what will your marketing strategy look like?</strong><br />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. <br /><br /> <strong>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)?</strong><br /> 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.<br /><br />

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

<ul><li>Home pregnancy test kit brand <keyword id="3679921" type="PERSON" weightage="20" keywordseo="prega-news">Prega News</keyword> that recently roped in <keyword id="6357860" type="UNKNOWN" weightage="20" keywordseo="anushka-sharma">Anushka Sharma</keyword> as its brand ambassador, has launched its first TVC with the actor. </li><li>The brand had also tied up with Kareena Kapoor Khan during her pregnancy.</li></ul>Prega News has launched its latest TVC and like many of their campaigns before, it features a celebrity mom-to-be, Anushka Sharma, one who broke the internet with the announcement of the pregnancy. <br /><div type="Youtube" id="cQSOZ-j8vvU" title="Anushka Sharma shares her #PregaNewsMeansGoodNews Moment | Hindi" thumbUrl="https://i.ytimg.com/vi/cQSOZ-j8vvU/mqdefault.jpg"></div>Prega News has always been at the forefront of roping in celebrities soon after their pregnancy announcement. In the past, they have enjoyed a long association with Kareena Kapoor Khan who featured in many of their <a href="https://www.youtube.com/watch?v=W8D8PobvzHo">videos</a>. Previous to that, Prega News had onboarded Shilpa Shetty, who also featured in their <a href="https://www.youtube.com/watch?v=fanYoZ1ctE4">TVC</a>. <br /><br />For their social messaging campaign <a href="https://www.youtube.com/watch?v=VBo40A99dYg">#ImWithYellow</a> they also roped in Neha Dhupia, Soha Ali Khan, Priyamani, Karan Mehra, Mahhi Vij and many others. <br /><br />This TVC comes after their social-message evoking films on celebrating moms, gender equality, equality of motherhood experience for all and a series of films involving fathers in the parenthood journey. The brand also recently celebrated 10 years with several short films on the special moment couples find out about the good news. <br /><br />In their latest TVC, themed #PregaNewsMeansGoodNews, Anushka talks about that special moment when you start caring more for someone else in your life. And that moment comes with Prega News. We also come across several moments in our lives when we hear the golden words from our mothers - “You will understand when you become a mother.” And in their latest TVC, Anushka reminisces about the same. <br /><br />Talking about the collaboration, Rajeev Juneja, CEO of Mankind Pharma said, “We are extremely proud to welcome Anushka Sharma to the Prega News family and we wish her all the best for the road ahead. With this TVC, we hope to touch the chords that bind a mother and child together, while celebrating the key message, #PregaNewsMeansGoodNews, as we have been delivering this good news to women for over 10 years now.”<br /><br />The film is ideated and produced by ADK Fortune and is being amplified by Team Pumpkin, who were recently awarded the digital mandate for Prega News.<br />

Prega News launches a TVC featuring brand ambassador Anushka Sharma

<ul><li>Home pregnancy test kit brand Prega News has roped in <keyword id="6357860" type="PERSON" weightage="20" keywordseo="anushka-sharma">Anushka Sharma</keyword> as its brand ambassador.</li><li>The brand had also tied up with <keyword id="1377418" type="PERSON" weightage="20" keywordseo="Kareena-Kapoor-Khan">Kareena Kapoor Khan</keyword> during her pregnancy.</li><li>The new campaign has been conceptualized by <keyword id="4236017" type="COMPANY" weightage="20" keywordseo="ADK-Fortune">ADK Fortune</keyword>.</li></ul>Prega News has roped in actor Anushka Sharma as its brand ambassador. The actress who is pregnant and is expecting her first child with Indian Cricket Captain and husband <keyword id="6354486" type="PERSON" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword> has endorsed the brand for their new campaign. Prega News is the No. 1 brand (As per IQVIA, Sep’ 2020) in home pregnancy test kit and holds over 80% of the market share.<br /><br />Conceptualized by ADK Fortune, the campaign showcases the journey of being pregnant and expecting a child.<br /><br />Anushka who is in her third trimester is expecting her baby in January 2021. The two-month-long ad campaign will run across television channels, digital platforms and outdoors including hoardings and branding at prominent airports. The ad film will also be released across India in regional languages like Hindi, Bengali, Oriya, Marathi, Gujarati, Punjabi and Assamese so that it's reach can be maximized. As part of the campaign, Anushka will be seen cherishing her pregnancy and enjoying the thought of having a child.<br /><br />Commenting on the campaign, <keyword id="4921166" type="PERSON" weightage="20" keywordseo="rajeev-juneja">Rajeev Juneja</keyword>, CEO, <keyword id="146847" type="COMPANY" weightage="20" keywordseo="mankind-Pharma">Mankind Pharma</keyword>, said, “We are extremely delighted to have Anushka Sharma on board for this association to bring forth the powerful message of the strength of motherhood. Prega News has been the companion for millions of expecting mothers for over a decade now and with Anushka we want to take forward our messaging to expecting mothers pan India. Being the market leader, we would like to express our gratitude to our customers who have always inspired us to bring the best product for them. Prega News has been the preferred choice for expecting mothers as it is reliable, cost effective and can be used without any hassle.”<br /><br /> <br /><br />Speaking on the occasion, Anushka Sharma, said, “I’m happy to be associated with Prega News which is known for helping women for over a decade now. Prega News has struck a chord with expectant mothers with its tagline ‘Prega News means Good News’. The brand is a preferred choice amongst its customers as it resonates trust and offers accurate results from the comfort of their homes. I look forward to my association with Prega News and to be a part of their growth journey.”<br />

Prega News ropes in Anushka Sharma as its brand ambassador

<br /><br />Pregnancy can be confirmed right at home with the help of some simple tests. In the first place, missing period, nausea or vomiting or some changes in breasts like tenderness or fullness or a tingling sensation can all indicate that the candidate has become pregnant. In addition here are a few simple pregnancy tests at home. <br /><br /><strong>Home pregnancy test</strong><br /><br />Home pregnancy test determines pregnancy by detecting the presence of Chorionic Gonadotropin (hCG) in the urine sample. You can do this test 5 to 10 days after you miss your period. In the morning collect the mid-stream urine in a clear glass. Using a dropper, add the urine sample to the marked pit or absorbent tip. Leave the set up undisturbed and check the instructions given to interpret the result. <br /><br /><strong>Testing stored urine</strong><br /><br />Collect your urine in a bottle or vessel.<br /><br />Leave it undisturbed for 3 to 4 hours.<br /><br />If you note a white film on the surface of the urine sample, it is likely that you are pregnant and if the urine is clear, you are not pregnant. <br /><br /><strong>Wheat and barley test</strong><br /><br />This is an interesting and playful test that has its origin in ancient Egypt. When tested in the modern laboratories, this test is found to give 70% accurate results. The candidate is asked to urinate on wheat and barley seeds over a period of seven days in a row. If the wheat seeds sprout, the woman will have a girl child. If the barley seeds sprout, the woman will get a boy child. If neither of them sprout, the woman is not pregnant. <br /><br /><br /><br />

How to check pregnancy at home

<ul><li>Income tax department is conducting searches at Mankind Pharma’s premises in Delhi, checking documents, and questioning people.</li><li>Mankind Pharma has been in the news since its <a href="https://www.businessinsider.in/stock-market/news/condom-maker-mankind-pharma-lists-at-20-premium-beats-grey-market-expectations/articleshow/100090002.cms">stellar debut on Tuesday </a>with 20% listing gains.</li><li>The company is known for products like MANforce condoms, Prega News pregnancy detection kits and Gas-o-Fast sachets.</li></ul>The Income Tax department on Thursday conducted searches on the premises of Mankind Pharma over allegations of tax evasion, official sources said. <br /><br />A PTI report said that searches are being conducted on the company premises in Delhi and nearby locations, documents are being checked and people are being questioned as part of the action launched early this morning. <br /><br />E-mail and queries sent by PTI to the company remained unanswered.<br /><br />Mankind Pharma recently went public, to raise ₹4,326 crore. The initial public offer was a complete offer for sale and its promoters received the proceeds from the share sale. <br /><br />Added to that, its <a href="https://www.businessinsider.in/stock-market/news/condom-maker-mankind-pharma-lists-at-20-premium-beats-grey-market-expectations/articleshow/100090002.cms">stock listed at a 22% premium</a> on May 9, and the company’s marketcap stands at ₹56,108 crore as of Thursday. <br /><br />The pharma company also entered the <a href="https://www.businessinsider.in/business/corporates/news/mankind-pharma-debuts-in-top-100-as-per-market-value-after-a-stellar-listing/articleshow/100123765.cms">top 100 companies club </a>on its debut day. <br /><br />On Thursday, it ranks at 90 in terms of largest listed companies in India, leaving behind the likes of Punjab National Bank, Hero MotoCorp, UPL, Indian Hotels and Zomato. <br /><br />Analysts say that the stock may continue to do well going ahead, backed by strong fundamentals. <br /><br />“Given its healthy financial track record, domestic focus and extensive network, Mankind is likely to continue doing well,” Hemang Jani, Head of Equity Strategy, Motilal Oswal Financial Services.<br /><br />“Moreover the healthcare sector was a laggard over the last one year but started seeing traction over the last two months as the monthly pharma data showed improvement,” added Jani. <br /><br />Macquarie Research has initiated coverage on the company with an ‘Outperform’ rating and a target price of ₹1,400. The brokerage believes that Mankind Pharma is at a discounted valuation than its peers — Abbott India, GSK India and Pfizer India. <br /><br />“We believe the company’s net profit could double (&gt;2x) in the next three years, driven by: a) continued sales outperformance relative to Indian pharma market (IPM), b) mix shift towards chronic therapies, and c) unlocking of meaningful operating leverage as salesforce productivity improves,” said the brokerage firm. <br /><br />The company’s stock has been falling after the listing day amid volatile market conditions. Today, the stock is down nearly 2% at 1,356.<br /><br />Incorporated in 1991, Mankind Pharma is engaged in developing, manufacturing and marketing a diverse range of pharmaceutical formulations across various acute and chronic therapeutic areas, as well as several consumer healthcare products.<br /><br />Its product portfolio includes MANforce condoms, Prega News pregnancy detection kits and Gas-o-Fast sachets. The company said that it’s looking to acquire brands and diversify its therapeutic portfolio to facilitate entry into new markets.<br /><br /><em>(With inputs from PTI)</em><br /><br /><strong>SEE ALSO: </strong><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/lt-q4-net-profit-rises-10-to-3987-crore-cautiously-optimistic-about-fy24/articleshow/100137513.cms">L&amp;T Q4 net profit rises 10% to ₹3,987 crore, cautiously optimistic about FY24</a><br /><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/ipl-2023-scores-over-1300-crore-video-views-on-jiocinema-in-the-first-five-weeks/articleshow/100155165.cms">IPL 2023 scores over 1,300 crore video views on JioCinema in the first five weeks</a>

Income Tax department raids freshly listed Mankind Pharma’s premises over alleged tax evasion

<ul><li><keyword id="6745141" type="UNKNOWN" weightage="20" keywordseo="entropik-tech">Entropik Tech</keyword>’s latest report looks at the top most ads that were released to celebrate International Women’s Day.</li><li>Using their product Affect Lab the company will gauge the engagement rate, attention levels and overall emotion response to the ads and highlight the ones which did well and reasons for their success.</li></ul>In the past few years, the portrayal of women in brand communication has definitely evolved. Brands are now trying to address various social, economic, political, and cultural issues that women face everyday through their advertisements. From Prega News to Levi’s ad, this women’s day, brands have tried to represent women of different sizes, shapes, skin tones, professions and challenge various gender stereotypes. <br /><br />While we are still far from seeing underrepresented groups of women like a Muslim girl, transwomen or a northeastern girl as the protagonist in an ad that doesn’t talk about inclusivity, we are taking baby steps towards diversity and acceptance with each passing year.<br /><br />We reached out to Entropik Tech, an Emotion AI start-up that enables brands across the world to measure subconscious behaviour of the consumer, to find out how the audience is responding to Women’s Day campaigns this year. <br /><br />Here are some of the most talked-about ads this International Women’s Day: <br /><br /><cmsannotation type="cmsannotation" annotationid="Prega News" text="Prega News"><span data-til="noop">Prega News</span></cmsannotation><br /><br /><strong>Affect Lab Score:</strong> 40.76<br /><strong>Attention:</strong> 66.18<br /><strong>Engagement:</strong> 23.68<br />                        <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Dove" text="Dove"><span data-til="noop">Dove</span></cmsannotation><br /><br /><strong>Affect Lab Score:</strong> 40.4<br /><strong>Attention: </strong>66.1<br /><strong>Engagement: </strong>23.01<br />                        <div type="Youtube" id="E3kWzRB6Yy8" title="Dove | #StopTheBeautyTest (Hindi)" thumbUrl="https://i.ytimg.com/vi/E3kWzRB6Yy8/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Google" text="Google"><span data-til="noop">Google</span></cmsannotation> <br /><br /><strong>Affect Lab Score:</strong> 40.38<br /><strong>Attention: </strong>66.3<br /><strong>Engagement:</strong> 22.92<br />              <div type="Youtube" id="Oy-L-OVwmZQ" title="First of Many — Women’s History Month 2021" thumbUrl="https://i.ytimg.com/vi/Oy-L-OVwmZQ/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Zivame" text="Zivame"><span data-til="noop">Zivame</span></cmsannotation><br /><br /><strong>Affect Lab Score: </strong>40.36<br /><strong>Attention: </strong>65.98<br /><strong>Engagement: </strong>22.51<br />              <div type="Youtube" id="ZEFXor8RV2Y" title="Mallika Dua Talks About Problems in Shopping Plus-Sized Lingerie" thumbUrl="https://i.ytimg.com/vi/ZEFXor8RV2Y/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Reliance General Insurance" text="Reliance General Insurance"><span data-til="noop">Reliance General Insurance</span></cmsannotation> <br /><br /><strong>Affect Lab Score:</strong> 40.17<br /><strong>Attention: </strong>65.87<br /><strong>Engagement: </strong>23.07<br />            <div type="Youtube" id="82zBk8ytUoE" title="Womentum by Reliance General Insurance I Usha Uthup" thumbUrl="https://i.ytimg.com/vi/82zBk8ytUoE/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Boat India" text="Boat India"><span data-til="noop">Boat India</span></cmsannotation> <br /><br /><strong>Affect Lab Score:</strong> 38.61<br /><strong>Attention:</strong> 66.12<br /><strong>Engagement: </strong>18.74<br />            <div type="Youtube" id="d2ZpIzdcxzY" title="boAt - I Am A Rebel Ft. Raja Kumari | Kiara Advani | BaniJ | Mass Appeal India - OUT NOW" thumbUrl="https://i.ytimg.com/vi/d2ZpIzdcxzY/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Max Fashion" text="Max Fashion"><span data-til="noop">Max Fashion</span></cmsannotation> <br /><br /><strong>Affect Lab Score: </strong>37.86<br /><strong>Attention: </strong>65.85<br /><strong>Engagement: </strong>17.36<br />            <div type="Youtube" id="qwJ38jZacG4" title="#YouAreSoBeautifull | Max Women's Fest 2021" thumbUrl="https://i.ytimg.com/vi/qwJ38jZacG4/mqdefault.jpg"></div><br /><br /><cmsannotation type="cmsannotation" annotationid="Levi’s" text="Levi’s"><span data-til="noop">Levi’s</span></cmsannotation> <br /><br /><strong>Affect Lab Score:</strong> 37.12<br /><strong>Attention:</strong> 65.64<br /><strong>Engagement:</strong> 16.06<br />            <div type="Youtube" id="zg9IIbwsreM" title="Levi's® We All Move" thumbUrl="https://i.ytimg.com/vi/zg9IIbwsreM/mqdefault.jpg"></div><br />

International Women’s Day: Campaigns that garnered the most engagement this year

<ul><li>As we get closer to the new year, we bring to you a time capsule of 2021.</li><li>We look at some of the memorable campaigns from the year and discuss the common themes.</li></ul>The initial stage of the global pandemic brought in a lot of challenges for advertising agencies and brands. Agencies were producing ads on chopped-off budgets from the safety of their homes and really scratching their brains for creative ideas inside four walls. As the lockdown was lifted and the country opened its doors to all kinds of businesses in phases, there was hope in the air. Brands slowly started picking on consumer sentiment and upped their marketing budgets. With the beginning of 2021, a new year, consumers found a new sense of optimism for a better tomorrow and brands ensured that they offered a helping hand to consumers by spreading warmth through their advertising campaigns and telling stories of togetherness and bonding with family, friends and neighbors. With the second wave in April 2021, the progress reversed and brands slowed their marketing activities again but continued proving their resilience through their social media handles. When COVID was at its peak in April and June, several health institutions ran out of beds and oxygen supplies. Our social media feeds filled up with appeals for help -- looking for plasma donors, oxygen concentrators or ICU beds. During this period, Indian corporations, multinational brands and young home-grown start-ups stepped forward to do their bit and helped the country survive this phase. <br /><br />Thankfully, as the number of cases went down in August and the number of vaccine doses kept rising, consumer sentiments picked up. With each festival, things got a little better. So, as the country decorated their home to celebrate the homecoming of Lord Ram on Diwali, marketers went all out. After a long-dry spell of a year and a half, brands ensured that they didn't miss out on this opportunity to reconnect with consumers. The country found its hope to keep going and many brands decided to celebrate heroes who went unnoticed during the most difficult phase of the pandemic. With their heartwarming campaigns, they urged consumers to support small businesses and those who have been badly impacted by COVID-19.<br /><br />The pandemic also sparked a flurry of nostalgic ads and consumers loved the trend. Brands started evoking nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. These ads were like comfort food during unprecedented times.<br /><br />Brands also used their marketing communications to shine the spotlight on gender inequality and encouraged women to stand up for their rights. <br /><br />Overall, in 2021, themes of nostalgia, togetherness, resilience, women empowerment and hope emerged and made consumers smile. <br /><br />In no particular order, here are a few ads that stood out this year:<br /><br /><strong>Cadbury’s Kuch Khaas Hai remake | Agency: Ogilvy<br />      <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div><br />Bhima Jewellery’s Pure as Love | Agency: Animal<br />      <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div><br />Vim’s Making Dishwashing Easy | Agency: Lowe Lintas<br />      <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div><br />Tanishq’s Marriage Conversations | Agency: Dentsu Webchutney<br />      <div type="Youtube" id="wnZduCnSMpk" title="Marriage Conversations | Tanishq" thumbUrl="https://i.ytimg.com/vi/wnZduCnSMpk/mqdefault.jpg"></div><br />Swiggy Instamart | Agency: Lowe Lintas<br />      <div type="Youtube" id="NL7mq7kFLt8" title="Swiggy Instamart - Groceries delivered in 15-30mins" thumbUrl="https://i.ytimg.com/vi/NL7mq7kFLt8/mqdefault.jpg"></div><br />Mondelez’s Not Just a Cadbury ad | Agency: Ogilvy India<br />      <div type="Youtube" id="R3FnhpelBR0" title="Cadbury Celebrations | Not Just A Cadbury Ad" thumbUrl="https://i.ytimg.com/vi/R3FnhpelBR0/mqdefault.jpg"></div><br />Dove’s Stop the Beauty Test | Agency: Ogilvy India<br />      <div type="Youtube" id="jEpTa2cMl_I" title="Take the pledge to #StopTheBeautyTest | Dove" thumbUrl="https://i.ytimg.com/vi/jEpTa2cMl_I/mqdefault.jpg"></div><br />Tata Cliq Luxury | Agency: Havas Creative Group India<br />      <div type="Youtube" id="ZqHZKtbcjEA" title="Thoughtful Gifting Begins Here | Slow Commerce | Where Quality is Nurtured | Tata CLiQ Luxury" thumbUrl="https://i.ytimg.com/vi/ZqHZKtbcjEA/mqdefault.jpg"></div><br />Fastrack’s You Do You | Agency: Lowe Lintas Bangalore <br />      <div type="Youtube" id="0VGpbNQufjc" title="Own Your Inches - #FastrackYouDoYou" thumbUrl="https://i.ytimg.com/vi/0VGpbNQufjc/mqdefault.jpg"></div><br />Bournvita’s Get The Message | Agency: Ogilvy India<br />      <div type="Youtube" id="EkCtQT2yfig" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/EkCtQT2yfig/mqdefault.jpg"></div><br />Nykaa’s Tum Hi Ho Nykaa | Agency: Sideways <br />      <div type="Youtube" id="9o57TH0ZjkU" title="Tum Hi Ho Nykaa | Brand Film" thumbUrl="https://i.ytimg.com/vi/9o57TH0ZjkU/mqdefault.jpg"></div><br />Mohey’s KanyaMaan <br />      <div type="Youtube" id="PmCSjllj7KU" title="Tradition wahi, soch nayi - #KanyaMaan" thumbUrl="https://i.ytimg.com/vi/PmCSjllj7KU/mqdefault.jpg"></div><br />Tinder’s Closure<br />      <div type="Youtube" id="6b-K9OzVo-c" title="Closure - A Film about Consent by Tinder | Ft. Kavya Trehan and Mrinal Dutt" thumbUrl="https://i.ytimg.com/vi/6b-K9OzVo-c/mqdefault.jpg"></div><br />Cult.fit’s Fitness Is Not An Option<br />      <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div><br />Vicks’ Touch of Care | Publicis Singapore<br />      <div type="Youtube" id="NHflsJrXKaI" title="Vicks - Care Lives On #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/NHflsJrXKaI/mqdefault.jpg"></div><br />CRED’s Great for the Good<br />      <div type="Youtube" id="j8KpV-4_mRg" title="Great for the good | ft. Rahul Dravid | CRED" thumbUrl="https://i.ytimg.com/vi/j8KpV-4_mRg/mqdefault.jpg"></div><br />The Body Shop’s #BloodyNatural <br />      <div type="Youtube" id="6XVihCBaX-g" title="Periods are #BloodyNatural | Let's end period shame | The Body Shop India" thumbUrl="https://i.ytimg.com/vi/6XVihCBaX-g/mqdefault.jpg"></div><br />Prega News She Is Complete In Herself<br />      <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div><br />Surf Excel’s Holi 2021<br />      <div type="Youtube" id="MocKmftqNI8" title="Surf excel Holi 2021 | Jo dilon ko paas laayein, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/MocKmftqNI8/mqdefault.jpg"></div><br /></strong><br />

From CRED’s Indiranagar ka Gunda to Cadbury’s reimagined Kuch Khaas Hai, here are a few campaigns that stood out in 2021

<ul><li>Women are the bedrock of society and with this International Women’s Day, brands have left no stone unturned to celebrate their dreams, ambitions, struggles and wins.</li><li>It gives us an opportunity to celebrate the social, economic, political, and cultural achievements of women and continue the push towards equality. </li><li>We cherry-picked a few campaigns that stood out this year. </li></ul>While every day should be celebrated as women’s day, 8th March brings an opportunity for us to stop, reflect on how far we have come and think about some of the many areas where advertising, marketing and the media industry needs to improve. It gives us a much-needed chance to pass on the mic, share our problems, look for solutions and celebrate women who have triumphed over patriarchy. <br /><br />Women's Day, however, has become a full-blown trend, packaged and brought to the audience for a labelled price. It is about gaining eye-balls, reminding women they exist by superficially caring about them, for a few days before and after March 8. <br /><br />Albeit, there were a few campaigns that did stand out this year and reminded us that we are slowly taking small steps towards inclusivity every year. <br /><br />So we thought of collating a list of advertisements that have set a benchmark for other brands to follow (in no particular order) and have tried to talk about issues that have gone unnoticed over the years: <br /><strong>Prega News<br /></strong>          <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div><br /><strong>Swiggy </strong><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Levi’s </strong><br />          <div type="Youtube" id="zg9IIbwsreM" title="Levi's® We All Move" thumbUrl="https://i.ytimg.com/vi/zg9IIbwsreM/mqdefault.jpg"></div><br /><strong>Zivame<br /></strong>          <div type="Youtube" id="ZEFXor8RV2Y" title="Mallika Dua Talks About Problems in Shopping Plus-Sized Lingerie" thumbUrl="https://i.ytimg.com/vi/ZEFXor8RV2Y/mqdefault.jpg"></div><br /><strong>Shaadi.com<br /></strong>          <div type="Youtube" id="uxdFnhALP3Q" title="This Women's Day, Pledge to #TakeThePressureOff with Shaadi.com" thumbUrl="https://i.ytimg.com/vi/uxdFnhALP3Q/mqdefault.jpg"></div><br /><strong>Dove </strong><br />          <div type="Youtube" id="E3kWzRB6Yy8" title="Dove | #StopTheBeautyTest (Hindi)" thumbUrl="https://i.ytimg.com/vi/E3kWzRB6Yy8/mqdefault.jpg"></div><br /><strong>WeWork</strong><br />          <div type="Youtube" id="9RMIdAEYLnE" title="WeWork India | International Women's Day 2021" thumbUrl="https://i.ytimg.com/vi/9RMIdAEYLnE/mqdefault.jpg"></div><br /><strong>OkCupid</strong><br />          <div type="Youtube" id="PW9xQ0jcVtc" title="Ijazat Hai Feat. Mukti Mohan &amp; Keshav Sadhna | OkCupid India" thumbUrl="https://i.ytimg.com/vi/PW9xQ0jcVtc/mqdefault.jpg"></div><br /><strong>Dunzo</strong><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />    <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Bumble </strong><br />          <div type="Youtube" id="_f8KPREKEgQ" title="All Our Moves" thumbUrl="https://i.ytimg.com/vi/_f8KPREKEgQ/mqdefault.jpg"></div><br /><strong>Paytm</strong><br />    <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Goibibo: </strong><br /><div type="Youtube" id="2qys7wyp4ks" title="A Women’s Day Message from Goibibo feat. Vidya Balan!" thumbUrl="https://i.ytimg.com/vi/2qys7wyp4ks/mqdefault.jpg"></div><br /><br />

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