Brands
Prega News & Yes Madam launches Pregmadam campaign for expecting mothers
New Mother’s Day push brings at-home wellness and grooming care to mums-to-be
MUMBAI: Prega News, the flagship pregnancy detection brand from Mankind Pharma, has teamed up with Yes Madam to roll out its Mother’s Day campaign ‘Pregmadam’, aimed at supporting expecting mothers with at-home wellness and grooming services.
The campaign introduces curated pampering packages delivered at home, alongside special discounts on select salon and spa services, accessible via a dedicated campaign page. The idea is simple but thoughtful, make self-care easier during pregnancy, when even small comforts can feel like a luxury.
The initiative is rooted in a clear insight. Nearly 94.2 per cent of women experience fatigue during pregnancy, often accompanied by nausea, mood swings and physical discomfort. These challenges frequently push personal care to the bottom of the list. ‘Pregmadam’ attempts to flip that script by bringing professional services directly to the doorstep.
“Prega News has always been committed to supporting women through every stage of their motherhood journey,” Mankind Pharma vice president and head of sales and marketing Joy Chatterjee said. “With ‘Pregmadam’, we wanted to go beyond awareness and create a meaningful, service-led initiative that responds to the everyday realities of pregnancy.”
For Yes Madam, the partnership builds on its broader focus on women-centric services. The company has previously introduced a zero per cent commission model for pregnant service partners, and sees this campaign as an extension of that philosophy.
“At Yes Madam, we believe in supporting women through key stages of life,” Yes Madam co-founder and chief executive officer Aditya Arya said. “ ‘Pregmadam’ extends that care to expecting mothers through safe, convenient and thoughtfully curated at-home services.”
The campaign is anchored by a digital film that captures the emotional and physical journey of pregnancy, highlighting the importance of everyday care. It is being amplified through influencer-led content, nudging families and partners to play a more active role in supporting mothers-to-be.
Conceptualised and executed by Kinnect, the campaign blends insight with empathy. “Pregnancy is not just about milestones, it is a journey that needs consistent care,” Kinnect executive creative director and design head (north) Ankur Garg said, adding that even small gestures can make a meaningful difference when delivered thoughtfully.
With ‘Pregmadam’, Prega News is nudging its positioning beyond a test kit, stepping into a more holistic, companion-like role in the motherhood journey, where care is not just promised, but delivered right at home.
