A commercial without any dialogues is of much greater task for any creative. A recent campaign of such oeuvre is Cipla’s over-the-counter (OTC) emergency contraceptive pill, I-pill. A ‘What do we do now’ moment is the insight that Cipla’s creative agency Network Advertising has sketched for its communication. The film has been produced by Whitelight Productions, and directed by Namita Roy-Ghose and Subir Chatterjee.
Speaking on the brief given by the client, DB Murli, EVP, Network Advertising, said, “The task was to launch an OTC emergency contraceptive. Though the category existed in the form of prescription drugs, this was the first time that a serious effort was being made in the OTC category.”
I-pill is a safeguard against unwanted pregnancies. It claims to decrease chances of pregnancy by 84-90 per cent when consumed within 12-72 hours after unprotected/forced sex or contraceptive failure. On this insight, the creative agency worked on a series of three commercials a few weeks ago, each featuring a married couple in different situations, but all dealing with the fear of possible unwanted pregnancy. The three commercials are devoid of dialogues in an attempt to drive the message subtly, and portray that married couples speak in a language that only they understood.
On the strategy, Murli explained, “The strategy was that women shouldn’t let an accident like this – which could be common in married life – upset their day, and perhaps life. One needs to get on with life and get back to being normal as soon as possible.”
Explaining the challenges, Murli added, “To be sensitive, careful and responsible while launching this new and complicated category was the biggest challenge. It was vital that we do not hurt anyone’s sensibilities while communicating about the product as it operates in the area of sex, which is quite complicated in an Indian scenario. Care also needed to be taken that it does not in any way promote indiscriminate use of the product.” He also pointed out that it was very necessary to ensure that the product did not get misconstrued as an abortion pill or a regular contraceptive pill.
Murli very firmly pointed out that there were no specific phases in the marketing campaign. He explained, “This is such a complicated and misunderstood category that one needs to make people see all its perspectives.”
Television, magazines, daily newspapers, a helpline and website have been the key media used to promote the campaign, in addition to some ground presence in the form of local trains in Mumbai. However, given the nature of the product, the campaign cannot be seasonal.