Preganews
Mother's Day campaign
Client: Mankind | 2024 | Scriptwriting, Strategy and Art Direction
Problem: 76% of married women do not want to have a second child. Family, friends and even peripheral figures often pressurize women to have a second kid as that is considered to be a norm in India, specially since the time of campaigns like "Hum do humaare do".
10 mn+ impressions
20 mn+ views
2 L+
likes
8.1mn+ reach
Non-skippable ads
The CTA for the ads will redirect the user to the DVC.
All films executed by SVG Media
Idea: We plugged in the idea of skippable and non-skippable ads to draw a parallel with the theme of irritation due to people's constant meddling with a married couple's life seen in the main DVC, highlighting the need to let women decide whether or not they want to have a second kid.
Skippable ads
Main DVC
(For reference only, not executed by us)
Social Extensions
We expounded on the various creative reasons that people give to women for having a second child and made various creative renditions of the core campaign insight to help drive the conversation around women's right to choose.
