A staggering 73% of Indian women leave their jobs after childbirth, with nearly 50% of those who return quitting within four months, according to a report by Ashoka University. Addressing this issue, Prega News, a pregnancy detection brand, has launched its Women’s Day campaign, #SheCanCarryBoth, shedding light on the challenges faced by working mothers.
The campaign video is set during a school parent-teacher meeting, where conversations revolve around the absence of working mothers. A young girl, Sanvi, waits for her mother, only to be surprised when her mother – a decorated Army officer in uniform – walks in. As Sanvi reads an essay about her role model, the narrative challenges the stereotype that professional success must come at the cost of parental responsibilities.
Joy Chatterjee, Vice President, Sales and Marketing Head, Mankind Consumer Business Unit, said the campaign aims to spark conversations on the societal perceptions of working mothers. He highlighted that despite women’s significant strides in the professional world, social expectations remain unchanged.
Known for addressing pregnancy-related issues through its campaigns, Prega News now shifts focus to women’s workforce participation. The #SheCanCarryBoth campaign reinforces the message that motherhood and career aspirations can coexist, urging society to support working mothers.
