Piramal Consumer Healthcare has unveiled a bold new campaign for i-pill Daily, reaffirming its commitment to supporting women’s health, autonomy, and informed decision-making. Conceptualized and executed by the DDB Mudra Group, the campaign directly addresses the discomfort and hesitation often surrounding contraceptive purchases and urges women to speak up, ask questions, and assert their right to choose.Despite being one of the most recognized brands in the category, i-pill Daily often sees consumers leaving pharmacies with substitute products—not by preference, but due to societal discomfort and the pressure to remain discreet. This campaign flips that narrative, spotlighting the need for women to insist on what they trust and make empowered, informed choices in the moment that matters.
Flipping the Script on Hesitation
Shot in a striking black-and-white aesthetic, the campaign film is both reflective and assertive. It uses this visual contrast to highlight outdated stigmas around contraceptive use, while celebrating the growing cultural shift toward confidence, clarity, and autonomy. It encourages viewers – particularly women – to break free from the silence, ask the necessary questions, and choose what’s best for them without apology.
Nandini Piramal, Chairperson of Piramal Pharma Limited, emphasized the message behind the campaign:“Every woman deserves access to safe, reliable healthcare that respects her choices. While i-pill Daily has earned its reputation as a trusted oral contraceptive, trust alone isn’t enough – it must be backed by credibility and choice. This campaign is a reminder that reproductive health decisions shouldn’t be left to chance. Women have the right to pause, reflect, and insist on what’s best for them.”
Tackling Social Conditioning with Empowerment
Menaka Menon, President and Managing Partner – Growth and Strategy at DDB Mudra Group, elaborated on the insight that fueled the campaign: “Though i-pill Daily has been synonymous with the category, cultural taboos and embarrassment often prevent women from asserting their choice at the pharmacy counter. Our campaign confronts that reality by showing the societal shift toward self-assurance and decisiveness. It contrasts today’s empowered women with the passive acceptance that once defined such purchases.”
Multi-Platform Rollout
The campaign is being promoted across digital platforms such as YouTube and Instagram, and will also be extended to television in key priority markets to maximize visibility and reach.
With this initiative, Piramal Pharma not only strengthens its market position but also takes a definitive stand on promoting choice, confidence, and dignity in women’s health.
