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Home » OOH News » Prega News targets expectant mothers via plane branding, airport advertising

Prega News targets expectant mothers via plane branding, airport advertising

By Bhawana Anand - August 24, 2017

The brand has partnered with SpiceJet to launch a series of initiatives to make air travel for pregnant women more comfortable and enjoyable

Prega News, a Mankind Pharmaceuticals product, kicked off an innovative initiative for expectant mothers to provide them a convenient air travel experience considering their health condition. The brand has partnered with SpiceJet to launch a series of initiatives to make air travel for pregnant women more comfortable and enjoyable. As part of this initiative, a SpiceJet aircraft Boeing 737-800 Series has been fully body wrapped with Prega News branding as well as inside the plane. Targeting flying expectant mothers, the brand has also indulged in airport advertising using static as well as digital format. Several airports have been selected ranging from metro cities to Tier II cities airports to further effectively communicate the brand objective.

Alongside, to create an experience for such passengers, various facilities have been designed at the airport, right from the time tickets are booked until they reach their destinations, expecting mothers will be pampered and cared for with utmost attention by the SpiceJet team in this uniquely branded aircraft.

The brand’s objective behind this CSR initiative was to continue their successful digital campaign aired and broadcasted previously; during Mother’s Day #YourSecondHome, created with a focus on making the working environment friendlier for the working mothers to be.

Announcing this unique initiative, Rajeev Juneja, CEO, Mankind Pharma said,Prega News is a leading brand in pregnancy detection kits. Our focus has always been women and how to make life comfortable and easy for expectant mothers. Through our campaigns, we acknowledge one of the most beautiful stages of a woman’s life, which is ‘Motherhood’. In our first campaign, we had highlighted issues concerning pregnant women and work place challenges. The current campaign is about taking care and pampering pregnant women during the travels. We are sure our campaigns will connect with our target audience and touch an emotional chord. Leading to a changing dynamic in the workforce”

15 expecting mother passengers will be given free tickets and will be pampered with gift hampers by Mankind pharma. The SpiceJet team will provide special care and assistance to all women travelers throughout the journey- from the check-in point to the collection of luggage from the conveyor belt at the airport on arrival. They will also be offered special facilities for speedy check-in through Spicemax counters, early boarding announcements, upgrade to Spicemax economy seats, which have more leg room and comfortable seats as part of the privileges to ease their travel fatigue. They will also be served free meals during the journey to further extend SpiceJet’s hospitality. Being the category leader, through this initiative, it aims to deepen consumer trust by emphasizing on the issues which are otherwise ignored.

Debojo Maharshi, Chief Marketing Officer, SpiceJet shared, “SpiceJet is excited to be associated with Mankind Pharma in their upcoming campaign for expecting mothers. We, at SpiceJet felt that this was a unique initiative as well as an opportunity to do our bit for the ‘real creators’ that are there with us that is, mothers! Being a partner in this integration, SpiceJet is pledging its prime real estate i.e. plane wrap for the integration. The wrap will cover both sides of the aircraft. We feel that this wrap will add the gravitas behind the initiative and give the much-deserved impetus to it”.

 

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