Prega News X Yes Madam Roll Out ‘Pregmadam’ For Mother’s Day

Prega News, a brand from Mankind Pharma, has partnered with Yes Madam to roll out a Mother’s Day campaign titled ‘Pregmadam’, focused on making wellness and grooming services more accessible for expecting mothers.

The campaign offers curated at home salon and spa services, along with discounts through a dedicated campaign page. It is designed to address common physical discomforts during pregnancy such as fatigue, nausea and mood changes, which often make routine self care difficult.

At the centre of the campaign is a digital film that highlights both the physical and emotional journey of pregnancy. The push is being amplified through influencer led content and digital platforms, aiming to drive awareness as well as participation.

Focus On Real Care Needs:

Joy Chatterjee, vice president and head of sales and marketing for Mankind Consumer Products, said the idea was to move beyond messaging and create something functional. He noted, “Prega News has always been committed to supporting women through every stage of their motherhood journey. With ‘Pregmadam’, we wanted to go beyond awareness and create a meaningful, service led initiative that truly responds to the everyday realities of pregnancy.”

He added that symptoms like fatigue and frequent discomfort often prevent expecting mothers from prioritising personal care. The partnership, he said, aims to bridge that gap by enabling easier access to services that help mothers feel comfortable and cared for.

Aditya Arya, co founder and CEO at Yes Madam, linked the campaign to the company’s broader positioning around supporting women. He said the platform had earlier introduced a zero percent commission model for pregnant service partners, and that ‘Pregmadam’ extends this thinking to customers as well. “We believe small moments of care can make a meaningful difference during this time,” he said.

Care Led Marketing Shift:

The campaign has been conceptualised and executed by Kinnect. Ankur Garg, executive creative director and design head North at the agency, pointed to the role of partners and families in the narrative, especially encouraging husbands to be more involved in everyday care.

For brands, the campaign signals a continued shift towards service led marketing, where utility becomes central to storytelling. For platforms like Yes Madam, it opens up a new use case tied to life stage marketing. For consumers, especially urban expecting mothers, it reflects a growing demand for convenience driven wellness solutions delivered at home.

At a broader level, the campaign also taps into evolving cultural conversations around shared responsibility in caregiving, positioning pregnancy not just as an individual journey but one that involves active support from partners and families.