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Mankind Pharma Extends Its Prega News Mission to Domestic Workers
Mankind Pharma's #YourSecondHome is a social-purpose film campaign released in India in March 2019, created by ADK Fortune, that calls on families employing domestic workers to support those who are pregnant, extending the brand's ongoing workplace empathy platform to the private household.
The campaign marks the third installment of the #YourSecondHome initiative built around Prega News, Mankind Pharma's pregnancy detection brand. As reported by Campaign Asia on 6 March 2019, the film arrived timed to International Women's Day, positioning it within a cultural moment already primed for conversations about women's rights and workplace dignity. Where earlier chapters addressed the challenges pregnant women face in formal office environments, this 2019 edition shifted the frame decisively: it entered the home, treating the domestic worker's employer's residence as the equivalent of a second workplace, one where the same duty of care should apply. The campaign comprised a single film asset, classified under the Film medium, published in India in March 2019.
In India, the domestic work sector employs a vast and largely informal female workforce, a community whose pregnancies have historically attracted little institutional or employer protection. Mankind Pharma and ADK Fortune identified this gap and constructed a campaign designed to shift social norms rather than sell product directly. The film operates as a corporate and cause-driven communication rather than a conventional pharmaceutical advertisement, broadening the Prega News brand identity into a platform for maternal advocacy. According to markhub24.com, the #YourSecondHome platform had by 2019 established itself as a recognisable and recurring social commitment from Mankind Pharma, with each chapter deepening the emotional and demographic scope of the original idea. The Clapboard Score for this campaign stands at 79 out of 100.
Mankind Pharma's #YourSecondHome strategy rests on a consistent insight: pregnancy isolates women from institutional support the moment they step outside formal employment structures.
The original #YourSecondHome initiative launched in May 2017 around Mother's Day, as documented by exchange4media.com, focusing on pregnant women in conventional offices and encouraging employers and colleagues to make workplaces more accommodating for expectant mothers. That first chapter established the platform's governing idea: that any space where a woman works is, in effect, her second home, and that responsibility follows. By 2019, ADK Fortune and Mankind Pharma recognised that domestic workers — employed informally inside private residences — represented the most underserved iteration of that same vulnerability, and structured the campaign's third chapter accordingly.
In India, the pharmaceutical sector operates within a fiercely competitive over-the-counter maternal health segment. Mankind Pharma's Prega News competes directly with brands including Piramal Healthcare's i-Can and other rapid diagnostic products distributed through pharmacy networks nationwide. The decision to invest in purpose-led advertising rather than feature-led product communication reflects a strategic calculation: in a category where product parity is high, brand affinity built through social relevance creates durable differentiation. According to Expresspharma In, India's pharmaceutical market has consistently ranked among the fastest-growing globally, underpinning strong investment in brand-building by domestic majors. By anchoring #YourSecondHome to International Women's Day 2019, ADK Fortune ensured maximum earned media potential, with Campaign Asia, as reported by campaignbriefasia.com, covering the launch as a noteworthy creative and social act, amplifying reach well beyond paid distribution.
Tathagata Singha directed the 2019 #YourSecondHome film for production company RBF Productions, bringing a naturalistic sensibility to a narrative centred on domestic intimacy and quiet moral accountability.
The full credits for this campaign, as documented on adsoftheworld.com, identify a collaborative creative structure within ADK Fortune. Akashneel Dasgupta served as National Creative Director, with Ravi Shankar Mishra as Creative Director, together responsible for the conceptual architecture that translated an insight about domestic worker vulnerability into a film built on restraint and empathy rather than polemic. Managing Partner Subroto Pradhan oversaw the agency's senior leadership contribution, while account management was handled by Shruti Negi and Itee Gupta, ensuring the campaign's strategic intent was maintained through production. On the production side, RBF Productions executed the film with Rajesh Bhanushali serving as producer alongside director Tathagata Singha.
The creative approach mirrors the structural logic of the broader #YourSecondHome platform: each installment is designed to feel less like advertising and more like a social document. The 2019 film situates its argument inside the domestic space — a deliberate formal choice that reinforces the campaign's thesis. By filming within the setting that is simultaneously the employer's home and the domestic worker's place of labour, the creative team collapses the distance between audience and subject. According to campaignbriefasia.com, Campaign Asia characterised the platform as iconic by its third installment, a descriptor that speaks to the consistency of craft and message across two years of execution. The single-asset film format, noted by adsoftheworld.com, concentrates the campaign's emotional impact without dilution across multiple executions, a discipline that reflects confidence in the strength of the central idea.
No verified performance data for the 2019 #YourSecondHome campaign is publicly available in terms of view counts, earned reach figures, or documented sales influence.
What the public record does confirm is editorial validation. As reported by Campaign Asia and documented by campaignbriefasia.com, the campaign received coverage at launch framed in explicitly positive terms, with the platform described as iconic in its third year, a characterisation that signals recognised cultural traction rather than a single-cycle campaign. Coverage across campaignsoftheworld.com and adsoftheworld.com further confirmed the work's circulation within the global advertising community, extending its reach beyond India's domestic market into international creative discourse.
Structurally, the campaign demonstrates considerable effectiveness architecture. The International Women's Day timing, identified by markhub24.com as a deliberate release strategy, provided a culturally charged context that amplifies organic sharing. The single-film format, combined with a recognisable platform identity built across three installments since 2017, lowers the cognitive barrier for audiences already familiar with the #YourSecondHome premise. Mankind Pharma's decision to focus on domestic workers — a constituency largely absent from mainstream healthcare advertising in India — creates category differentiation that product-feature communications cannot replicate. According to socialsamosa.com, the broader #YourSecondHome initiative had by 2017 already generated digital platform engagement through which companies could register their support, suggesting that the campaign architecture was designed from inception to convert awareness into measurable social commitment. The 2019 chapter, by applying that same architecture to a more intimate and emotionally loaded setting, extends the platform's persuasive reach into a new demographic of potential Prega News advocates: the households where domestic workers are employed.
Mankind Pharma's #YourSecondHome is a social-purpose film campaign for Prega News that encourages employers to support pregnant workers. The 2019 installment, created by ADK Fortune and released around International Women's Day, specifically addressed the needs of pregnant domestic workers employed inside private homes in India.
ADK Fortune created the 2019 #YourSecondHome film for Mankind Pharma's Prega News brand. The film was directed by Tathagata Singha and produced by Rajesh Bhanushali through RBF Productions, with Akashneel Dasgupta as National Creative Director and Ravi Shankar Mishra as Creative Director at the agency.
Mankind Pharma's #YourSecondHome 2019 campaign was published in India in March 2019. According to Campaign Asia, it launched on or around 6 March 2019, timed to coincide with International Women's Day and positioned as the third chapter of an ongoing social-purpose platform for Prega News.
The 2019 #YourSecondHome film shifted focus from pregnant women in formal office environments to pregnant domestic workers inside private homes. The original 2017 campaign, as documented by exchange4media.com, targeted conventional workplaces. The 2019 edition extended the platform's empathy framework into a setting where labour protections are far less formalised.
The Mankind Pharma #YourSecondHome 2019 campaign holds a Clapboard Score of 79 out of 100. This editorial score reflects the campaign's strong conceptual consistency, its culturally resonant timing around International Women's Day, and its position as a recognised third installment within an established social-purpose platform for Prega News in India.
ADK Fortune targeted domestic workers because they represent the most institutionally unprotected group within the pregnant-women-at-work insight that anchors the #YourSecondHome platform. As documented by markhub24.com, each campaign chapter expanded the platform's demographic scope, and domestic workers in India occupy an informal labour category with minimal pregnancy-related employer obligations.
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