Mumbai: In a bid to further penetrate into the Hindi-speaking and South markets, Mankind Pharma’s pregnancy detection brand Prega News has launched an influencer campaign. The brand roped in 21 regional mom bloggers and content creators to initiate conversations around the usage and recommendation of Prega News during the pandemic. Prega News claims to have 82 per cent share in the Indian market.
Regional influencers were engaged to break the stigma and lack of awareness around pregnancy which is still prevalent in the smaller cities and rural areas. With the help of content creators and influencers, the brand aims to disseminate customised messages for suiting the dynamics and temperament of the audience, thus helping women to relate to it, said the statement.
Among the influencers roped in are Surbhi Sharma, Nimisha Arora, Rashmi Thakur, and Varsha Balani. In all there 21 micro, macro and celeb influencer reels were put out on Instagram where the campaign clocked a reach of 6.5 lakh and impressions with 7.2 lakh views. The overall engagement was 31,000.
With the fear of the pandemic still looming, the Prega News home testing influencer campaign informed viewers that they don’t need to go out for tests during these precarious times. It recommends mothers to switch to Prega News Pregnancy Detection Kit from the convenience of their home to get rapid and accurate results in just five minutes. The kit will help them in taking the first step towards parenthood, which can be followed by required visits to Gynecologists for further care.
“With the help of Prega News we want to be the first in the womanhood journey to break the news of the pregnancy to the expectant mothers," said Mankind Pharma GM - sales and marketing Joy Chatterjee. "In this endeavour, we want to take our product deeper into the country for presence across India, for which we resorted to regional influencers to expand our foothold in the Southern and other markets.”
