Nearly three in four women in India leave their jobs after childbirth, with almost half of those who return dropping out within four months, according to an Ashoka University report. Addressing this issue, pregnancy detection brand Prega News has launched its Women’s Day campaign, #shecancarryboth, highlighting the challenges working mothers face.
The campaign video unfolds at a school parent-teacher meeting, where a student, Sanvi, waits for her mother amid conversations about the absence of working mothers. Moments later, her mother, a decorated Army officer, arrives in uniform. As Sanvi reads an essay about her role model, the narrative questions the idea that professional success comes at the cost of parental responsibilities.
Joy Chatterjee, Vice President, Sales and Marketing Head, Mankind’s Consumer Business Unit, said the campaign aims to spark discussions on how working mothers are perceived. He noted that while women have progressed professionally, social expectations often remain unchanged.
Prega News has previously launched campaigns on pregnancy-related issues. With #shecancarryboth, the brand turns attention to workforce participation, reinforcing the idea that motherhood and careers can coexist.