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Mediating postcolonial pregnancies in neoliberal times
, Madhurima Das
Published in Informa UK Limited
2019
Volume: 19
   
Issue: 5
Pages: 751 - 756
Abstract

During the same month that the Indian Edition of Business Insider—an American financial and business news portal—published this article on mother-entrepreneurs, the Indian pharmaceutical giant Mankind launched a marketing campaign for its pregnancy test kit, Prega News, with the hashtag:# YourSecondHome. This campaign that focused on working pregnant Indian women was actualized through a dedicated website, media releases and most notably a viral advertisement that racked up over 10 million views on YouTube. However, both the Business Insider article and the# YourSecondHome Campaign (which has since been followed up with two more viral advertisements in 2018 and 2019) fail to account for the context in which these pregnancies are located: specifically, postcolonial India

About the journal
JournalFeminist Media Studies
PublisherInforma UK Limited
ISSN1468-0777
Open AccessNo