MAM
Prega News marks 19 years with Independence Day campaign across India
FCB Kinnect campaign uses NEWS as North, East, West and South to celebrate unity
MUMBAI: Good news travels fast, but this one is travelling in every direction. This Independence Day, Prega News is turning its own name into a map of India, with a new campaign that expands NEWS into North, East, West and South to celebrate 19 years of being part of families’ first moments of discovering a pregnancy.
Conceptualised by FCB Kinnect, the campaign moves across four homes representing the four regions, each with its own language, traditions and way of expressing happiness. Yet the emotional script remains much the same anticipation, surprise, joy and the smile that follows the news of a new beginning.
The film shows how the same moment can take different forms across India. In one home, the news brings grandparents together, while another shares it with elders as an expression of respect and celebration. Elsewhere, a couple keeps the moment between themselves, while another woman waits for the right time to tell her husband.
The campaign’s central idea is that India can change every few hundred kilometres, but some emotions need no translation. Prega News uses that common thread to mark its 19-year journey across the country, positioning the pregnancy detection brand as part of a deeply personal family milestone.
The wordplay around NEWS is also designed to underline the brand’s nationwide presence. By breaking it into North, East, West and South, the campaign connects the brand name with the different corners of the country while reinforcing the message, “We deliver Good News across India.”
The scale of that presence is reflected in the brand’s reported usage. According to a certificate from an independent Chartered Accountant for Q1 FY27, one crore Prega News pregnancy detection kits are used every month across India.
Joy Chatterjee, Vice President and Head of Sales and Marketing, Mankind Consumer Products Pvt. Ltd., said the campaign was built around the idea that while India speaks in hundreds of languages, the reaction to discovering a pregnancy remains universal.
“For 19 years, Prega News has been in that room, across every state, and it has been made in India throughout,” Chatterjee said, adding that the brand’s association with millions of families’ milestones had made it part of India’s story.
Ankur Garg, ECD, FCB Kinnect, said the campaign deliberately uses a smile as its simplest visual cue because the emotion remains recognisable across languages, cultures and traditions.
The film closes by spelling out NEWS as North, East, West and South, alongside the message “We deliver Good News across India”, and the campaign line, “Bharat Mein Bana. Bharat Ke Liye.”
