Pregnancy care brand Prega News has launched a Father’s Day campaign advocating for wider access to paternity leave in India, highlighting the crucial role fathers play during the earliest days of parenthood.
At the heart of the initiative is a film portraying a situation familiar to many Indian families-a new father eager to support his partner and bond with his newborn, yet constrained by workplace expectations and limited leave provisions. The campaign draws attention to a significant gap in corporate policies, noting that only 32% of Indian companies currently offer paternity leave, and even where available, it is often underutilised or treated as a discretionary benefit.
The message gains relevance as Indian households increasingly shift towards nuclear family structures. With both parents frequently balancing professional commitments and fewer extended family members available to help, fathers are becoming indispensable partners in managing the demands of early parenthood.
Prega News positions a father’s presence during this phase as more than an added advantage. It argues that fathers provide vital emotional and practical support to mothers recovering from childbirth while also establishing meaningful bonds with their children from the very beginning. The campaign further reflects changing attitudes toward fatherhood and shared parenting responsibilities in modern India.
Developed in collaboration with SG Media, the campaign seeks to spark conversations around making paternity leave more accessible and accepted. Joy Chatterjee, Vice President and Head of Sales and Marketing at Mankind Consumer Products, said paternity leave should not be viewed as a workplace perk but as an essential step toward building stronger and more supportive families.
