Ad Campaigns
Prega News lauds women’s #MarkOfStrength with the new campaign
Mumbai: With International Women’s Day just around the corner, Prega News, Mankind Pharma’s pregnancy detection brand, has launched a new campaign, ‘Mark Of Strength’. Conceptualized and executed by SG Media, the campaign celebrates the beauty and strength that lies in the marks and changes born out of childbirth. Over the years, the brand has sought to commemorate the various aspects and complexities of being a woman.
Prega News realized that women tend to see themselves differently after giving birth. The international journal of health sciences & research also cites that 65 per cent women feel negative about their body after delivery. Many new mothers see the physical effects of childbirth on their body, like the weight gain, the stretch marks, etc., as something to be hidden. The brand video brings this into highlight, along with a strong message of body positivity.
Delving into the campaign, Mankind Pharma associate VP Joy Chatterjee said, “Being confident and comfortable in one’s body is an ongoing struggle for a lot of people around the world, especially women. But this struggle is all the more intensified when your body has undergone massive changes that come with giving birth. So, with the ‘Mark Of Strength’ campaign, we wanted to bring this perspective into sharper focus. The aim was also to move away from the stereotype of putting pressure on women to be perfect all the time.”
This Women’s day, Prega News wants to promote the message of believing in yourself irrespective of the changes in your body. And with this campaign, the brand urges women to celebrate their post-pregnancy body as their #MarkOfStrength.
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NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
