i-pill :The emergency contraceptive pill
Wednesday, October 03, 2007
Year 2005 onwards Indian government has allowed the sale of emergency contraceptives (EC) in the chemist shops without prescription, better known as OTC (Over The Counter) sale. Following this Cipla has launched its product pill 72 as i-pill in Indian market, making it the first ‘morning after pill’ to be marketed in India. It is already available in market and its single dose tablet is priced at Rs 75.
The pill is significant for Indian market as different studies have pointed out that nearly 30 per cent of conceptions in the country end in abortions. It has also been proved that 75 percent of pregnancies are unplanned (!!!!). It is just one of the EC products available in market and with its huge marketing the category itself will benefit a lot.
For those curious about the pill functioning, the product's website reveals that i-pill can work in any of the three different ways depending on where the consuming female may be in her menstrual cycle.
The pill is significant for Indian market as different studies have pointed out that nearly 30 per cent of conceptions in the country end in abortions. It has also been proved that 75 percent of pregnancies are unplanned (!!!!). It is just one of the EC products available in market and with its huge marketing the category itself will benefit a lot.For those curious about the pill functioning, the product's website reveals that i-pill can work in any of the three different ways depending on where the consuming female may be in her menstrual cycle.
- It may stop an egg being released from the ovary.
- If an egg has been released, i-pill may prevent the sperm from fertilizing it.
- If the egg is already fertilized, it may prevent it from attaching itself to the lining of the womb
To encourage responsibility in the use of the medicine, the company has started a toll-free helpline (1800-22-9898) and Web site to share information on the product. According to Cipla, i-pill is 95% effective if taken within 24 hours of unprotected sex, 85% between 25-48 hours and 58% if taken between 49-72 hours of unprotected sex or contraceptive failure.
Coming to the marketing and the advertisements which are aired widely across channels, the product is targeted at SEC A and B, the urban class. With tagline " Get Back to Life" the TVC strikes bang on the target. The packaging and the ad theme all relate to a new age Indian female. Lets analyze it one by one.
Firstly, the choice of models has made sure the urban ones relate to her, the simplicity of the character, with white as dominant color stresses on the lifestyle any female of today's rising India will want to be related with.
Secondly, the ad stresses on the relation between the couple. The pill has already been christened as "abortion bill" or "infidelity pill" by NGOs and many others as they suspect it will be used for wrong reasons. So a strong image needed to be portrayed, which has been done beautifully.
Thirdly, the full focus of brand is on its consumer - female. The men even though they are there in ads, still are subtly left out as the decision maker has to be female and its aptly depicted that she is taking things in her control. Attack is on the tension that comes 'the morning after'.
Have a look at the adverts here: http://www.ipillcipla.com/resources.htm
Ad campaign rating -
Coming to the marketing and the advertisements which are aired widely across channels, the product is targeted at SEC A and B, the urban class. With tagline " Get Back to Life" the TVC strikes bang on the target. The packaging and the ad theme all relate to a new age Indian female. Lets analyze it one by one.
Firstly, the choice of models has made sure the urban ones relate to her, the simplicity of the character, with white as dominant color stresses on the lifestyle any female of today's rising India will want to be related with.Secondly, the ad stresses on the relation between the couple. The pill has already been christened as "abortion bill" or "infidelity pill" by NGOs and many others as they suspect it will be used for wrong reasons. So a strong image needed to be portrayed, which has been done beautifully.
Thirdly, the full focus of brand is on its consumer - female. The men even though they are there in ads, still are subtly left out as the decision maker has to be female and its aptly depicted that she is taking things in her control. Attack is on the tension that comes 'the morning after'.
Have a look at the adverts here: http://www.ipillcipla.com/resources.htm
Ad campaign rating -
Labels: Brand Check, TVC
posted by Jas @ 2:12 PM,
2 Comments:
-
At October 03, 2007 4:01 PM,
Q said...
-
great ads though..now how do you get time for this :p
-
At October 05, 2007 2:38 PM,
Jas said...
-
a boomerang question?! ;)
