Prega News' campaign on expectant fathers to quit smoking sparks a debate

While film actors have endorsed the brand in the past, the latest campaign doesn't feature a star protagonist

Advertising has been challenging the set notions about gender roles in relation to parenting for a while. The big idea: while biological realities may not change, “myths” can be questioned and debunked.
 
One debate — whether smoking by men has an adverse effect on the unborn child — has been taken up head on by Prega News in its new campaign, #QuitBeforeYouStart.
 

In a way, Mankind Pharma has got its timing right with the launch of the campaign on May 29, two days before the World Anti-tobacco Day and just ahead of Father’s Day (celebrated on