Prega News in partnership with Swiggy has rolled out a campaign ‘Pregnancy Cravings’ ahead of Mother’s Day to highlight its new platform ‘Preggy’, which offers a craving menu for pregnant women. 

The campaign conceptualised by FCB Kinnect, comprises an ad film. 

The film aims to celebrate one of pregnancy's most distinctive experiences – ‘food cravings’ - by curating a specialised menu of sweet, sour, spicy, and uniquely combined dishes that cater specifically to expecting mothers' desires. The film showcases a young mother-to-be experiencing an unusual food craving, which her supportive partner fulfills by ordering from Swiggy. The film beautifully captures the emotional journey of pregnancy cravings while demonstrating how the Prega News and Swiggy’s collaboration offers a practical solution to this common pregnancy experience.

What we think about it: Amid the flood of sentimental Mother’s Day campaigns, this one stands out for its refreshing innovation, by transforming pregnancy cravings from a cliché into a tangible, curated service. The film strikes a rare balance between emotion and action, delivering not just storytelling but real support for expectant mothers. It also reflects a growing trend of meaningful brand collaborations that go beyond co-branding to offer real value.

Joy Chatterjee, vice president, sales and marketing head, consumer business unit, Mankind Pharma, said, "Prega News believes in celebrating every aspect of motherhood, including the quirky and often unpredictable food cravings that come with pregnancy. By partnering with Swiggy, we're acknowledging these cravings in a practical, supportive way while creating a meaningful connection with expecting mothers. This Mother's Day initiative perfectly aligns with our brand philosophy of being present throughout a woman's pregnancy journey."

Mayur Hola, vice president and head of brand, Swiggy, said, "Cravings aren’t just about food - they’re emotional, personal and often a little quirky, especially during the times of pregnancy. Our collaboration with Prega News for the ‘Preggy Campaign’ brings this insight to life in a deliciously meaningful way. With the Prega News Cravings Menu, we’re making it possible for partners, friends, and families to order the food expecting mothers are craving for, and get it delivered at their doorstep, via the Swiggy app. It’s our way of delivering comfort, joy, and a little extra love this Mother’s Day."

Arjun Choudary, vice president – growth marketing, Swiggy, said, "At Swiggy, we’re constantly looking for ways to make everyday moments special by offering thoughtful convenience and pregnancy cravings are definitely one of them. Cravings during pregnancy are unpredictable and deeply personal. Through the 'Preggy' campaign, we’ve collaborated with Prega News and our select restaurant partners to create a curated menu that speaks to these unique needs. This campaign is a great example of how marketing, product, and partnerships can come together to create real value.” 

Rohan Mehta, CEO, FCB Kinnect said, "The best ideas come from simple human truths, and few are as universal and emotional as pregnancy cravings. We’re proud to have brought together this beautiful confluence of Prega News’s purpose and Swiggy’s practicality, into a genuinely memorable brand experience."

Nishant Pratap, group ECD South, FCB Kinnect, added, “Our intention, from the very beginning, was to celebrate mums-to-be. With an idea that isn’t just their cheerleader but one that actually delivers joy. That was it. We jumped up and thought, ‘Why not literally do exactly that?’ That’s how Preggy was born. As any Mum (and Dad) can testify, cravings have no rhyme or reason and no sense of timing. So we decided to do something about it. To work on brand Prega News is very special to us. To then have Prega News collaborate with Swiggy. What more can one ask for?”