Piramal Consumer Healthcare has launched a new campaign for its i-pill Daily product, which aims to promote women’s health, dignity, and informed choice. The campaign highlights the importance of choosing the right brand, especially in a category where substitution is common and purchases are often made with hesitation. The goal is to encourage consumers to ask boldly, insist clearly, and choose confidently, rather than settling for a substitute due to discomfort or haste.
The campaign is set in a black-and-white style and aims to tackle the barrier of lack of insistence on the right brand at the moment of purchase. The film cleverly draws attention to the outdated discomfort surrounding the buying experience and flips the narrative by urging viewers to ask questions, assert their agency, and choose a trusted brand like i-pill Daily.
According to Nandini Piramal, Chairperson of Piramal Pharma Limited, every woman deserves access to healthcare that is safe, reliable, and respectful of her choices. The campaign reminds women that their health is too important to be left to chance or compromise and encourages them to choose what’s best for them.
Menaka Menon, President and Managing Partner of DDB Mudra Group, commented that the campaign aims to tackle the problem of consumers ending up with a substitute product due to social conditioning and embarrassment around the purchase of a contraceptive product. The campaign plays up 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 campaign is backed by Piramal Pharma’s strong record in women’s wellness and is recognized as one of India’s Most Trusted Brands by Marksmen. It marks a strategic shift from generic awareness to informed, quality-first decisions. The film will be supported across digital platforms, including YouTube and Instagram, and will be amplified on television in select priority markets.
Overall, the campaign aims to empower women to make informed choices about their reproductive health and to choose a trusted brand like i-pill Daily. By encouraging consumers to ask boldly and insist clearly, the campaign hopes to reverse the trend of substitution and promote a culture of confidence and assertiveness around women’s health.