Latest news with #AashishSolanki
Mint
8 hours ago
- Entertainment
- Mint
Beyond Father's Day: Prega News ad about expectant dads continues to resonate
Father's Day is long gone, but some campaigns to mark the moment refuse to fade with the date. This year, Prega News—a brand synonymous with pregnancy tests—quietly shifted the spotlight onto a subject that's rarely addressed in advertising: the invisible, everyday role of expectant fathers. Released around 15 June, the film features stand-up comic Aashish Solanki trying on a pregnancy empathy belly. It begins with humour—he struggles to sit, bend, or sleep comfortably. His wife watches, amused. But soon, the mood pivots. She's joined by friends, and what follows isn't mockery but acknowledgement—not of his imitation, but of his lived efforts. Also read: More noise, less nudge: IPL ads fail to stand out The film subtly unpacks the small but significant things men do during pregnancy that rarely find a place in narratives. From managing finances and running errands to simply being emotionally available—these aren't dramatic gestures, but they are acts of partnership. This campaign is a marked shift in Prega News's storytelling. Traditionally, pregnancy ads have focused on the mother—rightly so—but this one gently widens the lens. The message is clear: fatherhood doesn't begin in the delivery room. It begins from the moment of those two pink lines. What makes the ad work is its simplicity. There's no soaring music or overwrought monologue. It's observational, almost documentary-like. The camera lingers just long enough for viewers to vicariously recognize themselves—or people they know—in these everyday scenarios. The campaign is backed by compelling data: 95% of Indian fathers today believe parenting is a shared responsibility, and 94% say they actively help with household chores. But the emotional impact goes beyond statistics. It validates a quiet truth of modern Indian parenting—that men, too, are deeply involved, even if their contributions often go unseen or unspoken. Also read: Google is planning to bring ads to AI chatbots: Here's how it will work By placing this story in the Father's Day window, Prega News makes a timely yet enduring point: celebration needn't be loud. Recognition can be subtle. The brand, in doing so, transitions from being mother-centric to embracing a more inclusive, co-parenting narrative. The campaign resonated strongly online, striking a chord with both men and women, many of whom called it 'honest" and 'long overdue." And in a year filled with flashy tributes and branded sentimentality, this ad stands out simply because it feels true. Also read: Mint Quick Edit | Ads on WhatsApp: What's up, Meta? Even a week later, it stays with you. Because some roles are not invisible—they're just not always acknowledged.
Time of India
11-06-2025
- Entertainment
- Time of India
This Father's Day, Prega News honours the 'invisible journey' of fathers
HighlightsPrega News, a pregnancy detection kit brand from Mankind Pharma, launched a Father's Day campaign that emphasizes the often-overlooked contributions of expectant fathers during the pregnancy journey. The campaign features stand-up comedian Aashish Solanki portraying an expectant father who humorously attempts to experience the physical challenges of pregnancy, while also highlighting the emotional and practical support that fathers provide. Recent research shows that 95 percent of Indian fathers believe parenting is a shared responsibility, with 94 percent actively participating in household chores and childcare, reflecting a significant shift in traditional gender roles. Prega News , India's pregnancy detection kit brand from Mankind Pharma , has launched a new Father's Day campaign that celebrates the often-overlooked contributions of expectant fathers during the pregnancy journey. The campaign highlights how pregnancy transforms both partners' lives, even when one's journey remains largely invisible to the world. The campaign film features stand-up comedian Aashish Solanki as an expectant father who attempts to experience pregnancy by wearing a belly for a day, undertaking challenges that pregnant women face daily. From picking up objects to sitting comfortably during work calls, the humorous yet enlightening exercise reveals the physical difficulties expectant mothers endure. However, the narrative takes a meaningful turn when his pregnant wife Rashi and her friends arrive, shifting the focus to acknowledge the emotional and practical support that fathers provide throughout the pregnancy journey. "This Father's Day, we wanted to shine a light on the invisible half of pregnancy - the father's journey," said Joy Chatterjee, vice president, sales and marketing head, consumer business unit, Mankind Pharma. 'While the physical changes of pregnancy are visible in mothers, fathers too undergo a significant emotional transformation, taking on the responsibility of ensuring financial security for the growing family, working tirelessly to meet increased household needs, and making countless sacrifices to prepare for parenthood.' The campaign draws inspiration from recent research indicating that 95 per cent of Indian fathers believe that parenting is a shared responsibility, reflecting the evolving dynamics of modern Indian families . This progressive outlook marks a significant departure from traditional gender roles, with 94 per cent of fathers actively participating in household chores and childcare. "Through this campaign, we want to honour the countless ways fathers contribute to the pregnancy journey; from making late-night food runs, planning budgets and providing emotional stability to making major life adjustments and long-term planning for their child's education and healthcare,"Chatterjee added. The film concludes with the powerful message: "Prega News wishes a Happy Father's Day to all the amazing dads whose invisible journey may not be visible, but who stand by their partners through every joy and challenge of parenthood that begins with good news." Watch the video here:
