Piramal Consumer Healthcare has unveiled a new campaign for I-pill Daily, reaffirming its commitment to women’s health, dignity, and informed decision-making.
The campaign addresses a crucial challenge in the reproductive health space: the gap between brand awareness and actual product choice at the point of purchase.
i-pill Daily often faces substitution at pharmacies due to consumer discomfort and social stigma around purchasing contraceptives. The campaign encourages women to ask clearly and insist on their preferred brand, tackling hesitation with confidence and clarity.
Shot in a stark black-and-white aesthetic, the film flips the narrative of outdated discomfort, spotlighting a more assertive and aware generation of women. It calls on them to take control of their reproductive health by making intentional, informed choices.
“Trust in healthcare is built not just on awareness but on credibility,” said Nandini Piramal, Chairperson of Piramal Pharma Limited. “This campaign is a reminder that reproductive health decisions should never be left to chance.”
Menaka Menon, President and Managing Partner – Growth and Strategy at DDB Mudra Group, added: “We wanted to reflect the quiet revolution in society where women are exercising agency in everyday choices, including contraception. This campaign mirrors that shift.”
The campaign will run across digital platforms like YouTube and Instagram, and will be further amplified on television in select markets. Backed by Piramal Pharma’s longstanding credibility in women’s wellness and recently recognized as one of India’s Most Trusted Brands by Marksmen, the campaign aims to transition from passive awareness to active, quality-driven decision-making.
