Ahead of International Women’s Day, PregaNews, the pregnancy detection brand from Mankind Pharma, has launched a campaign encouraging more open conversations around the often-overlooked postpartum phase.

The ad film follows a new mother who joins a group of ladies at a get-together, where they share their varied experiences of motherhood. The campaign highlights how the emotional and physical challenges that follow childbirth are frequently normalised in everyday discourse. New mothers are often expected to quietly endure exhaustion, anxiety and emotional strain as part of the journey, leaving little room to acknowledge their struggles.

The campaign also draws attention to a critical statistic: nearly one in five mothers in India experiences postpartum depression, yet many continue to suffer in silence due to stigma, fear of judgement or lack of awareness. By bringing these realities to the fore, the film aims to foster a more empathetic environment where mothers feel safe to share their experiences and seek support.

The film has been conceptualised and executed by Shweta Bhuchar, co-founder and producer and Gaurav Bhardwaj, co-founder and director, SG Dream Media, with a focus on portraying the quiet realities many new mothers face but rarely articulate.

What we think about it: By reflecting how society casually normalises a mother’s exhaustion and emotional turmoil, the narrative exposes the cultural tendency to minimise postpartum struggles. While the film leans on a familiar format, its strength lies in shifting the conversation beyond pregnancy to the realities that follow childbirth, positioning the brand as a more empathetic ally in the motherhood journey.

Joy Chatterjee, vice president and head of sales and marketing for consumer division, Mankind Pharma, said: "At PregaNews, we believe that supporting women goes beyond pregnancy detection. Motherhood is a deeply personal journey, and every woman deserves understanding and empathy during this transformative phase. Through this campaign, we hope to encourage meaningful conversations around postpartum experiences and help create an environment where women feel heard, supported and reassured."