On this International’s Women’s Day, Preganews gives a new colour to Good News

To mark International Women’s Day, Mankind Pharmaceuticals, maker of India’s No 1 pregnancy detection kit Prega News, launched #ImwithYELLOW, a strong and thoughtful digital campaign to promote gender equality in the country. The campaign underlines the brand’s ‘forward-thinking’ philosophy and create awareness about sensitive issues that affect society. The #ImwithYELLOW campaign has been conceptualized by Havas & executed by advertising agency ADK Fortune Communications. The campaign is launched across all digital platforms including the film “Thappad”, cinema halls, outdoor, radio and e-commerce platforms for wider reach. It shuns the concept of colour in gender discrimination, such as ‘blue is for boys’ and ‘pink is for girls’ and instead stands with Yellow, which is a neutral colour for both genders and stands for equality. Prega News has also developed a microsite where supporters can enlist and take a pledge for gender equality through # ImwithYELLO...