Prega News has launched a campaign ahead of Father's Day that turns the spotlight on paternity leave and on the quiet but critical role fathers play in the earliest days of parenthood.

Through this campaign created with SG Media, the pregnancy care brand chooses to start a conversation around an often-overlooked aspect: the absence of adequate paternity leave in India.

Anchored in the insight that only 32% of Indian companies offer paternity leave, the film follows a narrative of a new father torn between professional obligations and his desire to be present at home during the crucial first days after childbirth. In doing so, it reframes fatherhood not as an occasional act of support but as an essential part of the parenting journey. 

The film showcases how as Indian households become increasingly nuclear and dual-income families become the norm, the traditional support systems that once cushioned new parents are no longer guaranteed, making the case that a father’s presence during this period is not merely emotional reassurance but practical necessity for a recovering mother, a newborn and the family unit itself. The film makes a case for recognising paternity leave as more than a workplace perk.

What we think about it: For a brand that has historically spoken to mothers, Prega News expands the conversation to include fathers who are equally anxious, invested and equally deserving of the time to be present with their newborn. Rather than amplifying grand gestures, the campaign focuses on everyday realities, urging employers and society alike to acknowledge that parenting is a shared responsibility. While the film’s gentle tone avoids sounding preachy, a stronger call-to-action or employer-facing initiative could have elevated the effort from awareness-building to advocacy. Nevertheless, it succeeds in making an important conversation impossible to ignore.