MUMBAI: With Mother’s Day around the corner, Preganews, pregnancy detection card, under Mankind Pharmaceuticals, has launched a new campaign #YourSecondHome to strengthen its relationship with the user and ease the lives of pregnant women at work.

The #YourSecondHome campaign not only started a relevant conversation with its consumer, it also inspired them to reach out to pregnant women and make their lives a lot easier in their workplaces. The campaign was a major success in terms of reach and call-to-action. It has been conceptualized & executed by ADK Fortune and the entire film is directed by Mr. Manoj Pillai under Absolute Productions.

R.C. Juneja, Chairman, Mankind Pharma said, “It’s the responsibility of the brand to take up relevant issues concerning pregnancy and provide effective ways to handle the pregnancy at the workplace. It’s an extremely demanding phase in their life, both physically and emotionally and most women in India continue to work in offices very late during pregnancy. And being the category leader, it is our moral responsibility to raise issues like these, which takes our corporate philosophy of serving lives further”.

The film opened a dialogue between people, their employers and Preganews. Everyone instantly related and empathised with pregnant women. Moreover, people acknowledged and lauded this initiative while sharing their personal experiences of working during pregnancy. The Campaign struck a unique conversation with its audience and instantly went viral. The film garnered over 20 Million views and 3 lakh shares, organically, on various social media platforms.