Delhi, Aug 12: India speaks in hundreds of languages. Every region has its own culture, traditions and ways of celebrating life’s milestones. Yet, when the biggest good news of a family’s life arrives, the emotion needs no translation.
This Independence Day, Prega News, the pregnancy detection brand from Mankind Pharma, celebrates 19 years of being part of this life-changing moment with a film that finds a simple yet powerful idea within the brand’s own name. NEWS stands for North, East, West and South, the four corners of India where Prega News has been part of millions of families’ first good news.
Conceptualised by FCB Kinnect, the film travels across four homes in North, East, West and South India. Each home reflects a distinct language, culture and way of expressing happiness, bringing alive the diversity that makes India unique.
In one home, the news becomes an occasion that brings grandparents together. In another, it is shared with elders in a moment of respect and celebration. Elsewhere, a couple shares the news quietly between themselves, while in another home, a woman waits for the right moment to tell her husband. The expressions may differ, but the emotion remains unmistakably the same, the anticipation, the surprise, the joy and the smile that follows.
The film captures a simple truth: India may change every few hundred kilometres, but some emotions remain universal.
For 19 years, Prega News has been present in this deeply personal moment across the country, becoming part of millions of families’ journey towards a new beginning. The campaign celebrates this journey by showing how an Indian brand can connect with families across different languages, traditions and cultures, while being united by one universal emotion, the happiness of receiving good news.
The idea takes on an added significance through the brand name itself. NEWS is not just a part of Prega News; it becomes a reflection of the brand’s presence across North, East, West and South India, where the same hope and excitement begin with the discovery of a new life.
Today, one crore Prega News pregnancy detection kits are used every month across India, as per a certificate obtained from an independent Chartered Accountant for Q1 FY27, underscoring the brand’s widespread presence in the country.
Speaking about the campaign, Joy Chatterjee, Vice President and Head of Sales and Marketing, Mankind Consumer Products Pvt. Ltd., said,
“India speaks in hundreds of languages, but the moment a woman learns she is expecting, the reaction is the same in every home. That is what we wanted to bring alive this Independence Day. For 19 years, Prega News has been in that room, across every state, and it has been made in India throughout. When an Indian brand becomes part of millions of life’s biggest moments, it stops being just a brand. It becomes part of India’s story. Bharat mein bana, Bharat ke liye.”
“The most powerful visuals are often the simplest. For this campaign, that visual is a smile the one emotion that needs no translation. Across India’s many languages, cultures, and traditions, the smile that follows good news remains beautifully the same. We wanted to celebrate that shared human truth, using a single expression to remind us that joy connects us all, and that inclusivity begins with the emotions we all recognize,” said, Ankur Garg, ECD – FCB Kinnect
The film closes by opening up the word “NEWS” into North, East, West and South, reinforcing Prega News’ presence across the country with the message, “We deliver Good News across India.”
Bharat Mein Bana. Bharat Ke Liye.