Happy Women’s Day! Well, while this day calls for a celebration of womanhood, Prega News grabbed the opportunity to advertise its pregnancy kit. Smart move? No! I’ll tell you why.
Women’s day is not about mothers or women having a difficult time choosing whether to have a baby or not. It’s all about gender equality today for a sustainable tomorrow. Did the new Prega News Ad do justice to this very fact? NO!
Instead, the ad has glorified a woman’s strength which is exactly the problem women all over the world face. She can carry both — that’s the message the ad conveys. Who are they trying to convey this message to? Women? Men? Society? Who?
Do women have some superpower that the other gender lacks? How can she carry both? Should she keep sacrificing her own health by exerting herself in the office as well as at home?
Would it not have been good if the couples would say “we” are pregnant rather than just the expecting mom saying “I” am pregnant? I want to ask Prega News, why did they not think of including the expecting father in their ad too? Or do they think that the expecting father has no role to play in “carrying both”?
Whether they are married, single or mothers, women are expected to carry both. Prega News has just fanned the fire because after seeing this ad, many households will have the men telling the women,”Yeh ad dekho. Sab auratein office, ghar aur bachcha sambhaltey hai. Ek tum hi ho jo thak jati ho (Look at this ad. Every woman manages their office, housework and childcare. Only you get tired).”
Don’t you think Prega News could have inspired society and employers instead? Many employers do not even give paternity leave because it is the sole responsibility of the mother to be the primary caregiver of the child, right? Well, that is what the ad has promoted.
A woman knows what she wants. It is not complicated. Their problem is not a problem of choice; their problem is the glorification of things that leave them with no choice.
There are secrets to advertising, but this ad failed miserably. They have rebranded their product using a marketing technique of changing the recipe, updating the looks and turning it into an emotional sentiment.
I guess you can try rebranding it again on Mother’s Day. But do keep in mind if you want to create a legend, you have to care whether it makes sense or not. For those who think this is just a feminist talking — Prega News knows your psychology and they just played with it successfully.