Prega News has rolled out a campaign '#SheCanCarryBoth', ahead of International Women's Day, which showcases how society often struggles to accept and appreciate women who excel in both their professional and maternal roles.

Conceptualised by SG Dream Media, the campaign features an ad film. The film starts with an emotionally resonant narrative set during a parent-teacher meeting at a school, where Sanvi, a young student, waits for her mother’s arrival amid judgemental whispers from other parents. The narrative takes a powerful turn when Sanvi’s mother, an army officer, arrives in full uniform, just in time for Sanvi’s turn. Before the meeting, Sanvi’s teacher asks her to read a paragraph she wrote about her role model, challenging preconceived notions of maternal responsibilities and professional commitments. In her poem, Sanvi says her role models are the women who try. By portraying a military officer who successfully balances her duties as both a mother and a defender of the nation, the film underscores that maternal love isn’t defined by traditional expectations.
 

What we think about it: Beautifully captures the strength of working mothers defying stereotypes. The emotionally charged school setting and a child’s moving essay powerfully challenge society’s outdated perceptions. It’s a poignant reminder that ambition and motherhood aren’t mutually exclusive - they can thrive together.

Joy Chatterjee, vice president, sales and marketing head of Mankind’s Consumer Business Unit, said, "Through this campaign, we aim to spark a crucial conversation about how society views and treats working mothers. While women have made significant strides in their professional journeys, societal mindsets often lag creating unnecessary pressure and judgment. This campaign reinforces our commitment to supporting and celebrating women who challenge these stereotypes."

Chatterjee added, "What makes this campaign special is its focus on the child's perspective. Through Sanvi's heartfelt essay about her 'superhero' mother, we see how children appreciate and draw inspiration from their working mothers. This narrative challenges the guilt often imposed on working mothers by highlighting how their professional success can positively influence their children's aspirations."