Piramal Consumer Healthcare has launched a new campaign for its emergency contraceptive pill, i-pill Daily, with the aim of empowering women to take control of their reproductive health and make informed choices. The campaign highlights the importance of insisting on the right brand at the point of purchase, as many women often end up with a substitute due to discomfort and haste during the buying experience. The campaign encourages women to “ask boldly, insist clearly, and choose confidently” when it comes to their reproductive health.
The film, shot in black and white, tackles the outdated discomfort surrounding the purchase of contraceptive products and urges viewers to assert their agency and choose a trusted brand like i-pill Daily. The campaign is built on the idea that every woman deserves access to healthcare that is safe, reliable, and respectful of her choices. Nandini Piramal, Chairperson of Piramal Pharma Limited, stated that the campaign is a reminder to women that their health is too important to be left to chance or compromise.
The campaign aims to address the issue of substitution, where women often end up with a different brand due to social conditioning and embarrassment. Menaka Menon, President and Managing Partner of DDB Mudra Group, commented that the campaign plays on the shift in society towards women exercising their discretion and choice, and contrasts it with the meek acceptance typically associated with such decisions in the past.
The film will be supported across digital platforms, including YouTube and Instagram, and will be amplified on television in select priority markets. The campaign is a significant step towards promoting women’s health, dignity, and informed choice, and encouraging women to take control of their reproductive health. By emphasizing the importance of choosing a trusted brand like i-pill Daily, the campaign aims to convert salience into sales at the point of purchase and promote a more empowered and informed approach to women’s healthcare.