The idea that took shape was #YourSecondHome.

It was an initiative to make a pregnant woman feel at home, even at work. The campaign was designed to bring to light the issue of pregnancy at workplace and the challenges it poses. Once the issue was highlighted, the campaign had to suggest the small calibrations we need to do to our workplaces as well our mindsets to make her life better.

It was meant to initiate a conversation amongst all the 3 stakeholders. Employers, co-workers as well as pregnant women. It idea had to provoke, sensitize and educate in equal measures. It also had to identify other walks of life where we could bring tangible solutions to the table that could address the concerns of a pregnant woman and make her life easier.

The digital film was a story on how everyone in an office come together to make the life of pregnant woman amongst them easier. It also had a red herring where the woman initially feels as if she’s being laid off only to be greeted with a pleasant surprise in the end.

The film was released simultaneously on Youtube and the brand’s Facebook page a week before Mother’s Day. Simultaneously the website with exhaustive details about how one can deal with pregnancy at workplace went live. Emailers were sent out to corporates and academicians highlighting the need to address this issue.

Within 2 months the brand tied up with SpiceJet, one of India’s largest airlines. Together an initiative was launched where corporate flyers who were pregnant were offered certain privileges. It included preferred seating near the lavatories, free food, preferential airport to aircraft transfers, priority luggage assistance, etc.

The campaign dominated the social media universe with more than 100Mn impressions.

The film clocked more than 100Mn views within 15 days of its release across all digital platforms. 90% of which was organic.

It received more than 1Mn responses as comments.

The campaign generated USD 5Mn+ earned media.

More than 50 offline and online publications covered the story.

70+ top corporations in India volunteered to partake in the change process.

7 top educational institutes (offering Post Graduate Degree in HR) included the subject in their academic curriculum.

Responses came in from more than 30 countries where the campaign went viral.

The brand’s YouTube channel registered a growth of more than 1200%.

Unique visitors to the brand’s website increased by more than 900% within 2 weeks.

#YourSecondHome was amongst the top trending hashtags for more than 2 weeks.

Prega News continues to dominate the market with a share of 70%+