Friday, November 07, 2008

Brand Update : i Pill

i Pill is a Morning - After contraceptive from Cipla . My earlier post on the launch of ipill in India has been one of the most popular post ( understandably so ! ) with lot of queries about this pill.

i-pill has not only generated lot of consumer interest but also many controversies. A google search on this brand will give you lot of opinions against this brand. There are reports suggesting that this brand is becoming popular among teenagers.

i-pill when launched was positioned as a product that will prevent unwanted pregnancy. The launch campaigns were carefully crafted in the family setting with a very relevant message highlighting the efficacy of the product as a solution to avoid unwanted pregnancy. The core message of the brand was that ipill will help you get on with life.

The brand has now launched another campaign with an entirely new message content.

Watch the new campaign here : I pill

The message of the new campaign is entirely different from the first series.

Now i-pill is being positioned as an alternative to abortion. The setting of the ad has been changed from family to a closeted conversation between two ladies.

In the new ad, the protagonist screams the word 'Abortion ' many times to highlight that ipill is an alternative to abortion.

I think there is a reason for this repositioning . When Ipill was launched, there were lot of criticism in the market that it is an abortion pill. And moral police in India consider abortion as a crime.

Cipla had to do lot of PR in order to convince the public that i-pill is an emergency contraceptive rather than a pill for abortion. The fight is still going on.

The new repositioning of i-pill as an alternative to abortion is a strategy by the brand to publicly tell the consumers that the brand is not a abortion pill. It also wanted to be projected as a safe alternative to abortion.

As a viewer, I think that the new campaign is of bad taste. The settings although realistic is little repulsive and the screaming of the word abortion also forced me to skip the ad . The launch campaign involving husband-wife , newly weds were brilliantly crafted and was far more superior to the current campaign.

I think that with the new campaign the brand gives a wrong message like " if you screwed up then use i-pill " . Although its true the brand could have communicated it in a better way.

Rather than pitching against abortion, the brand will make more sense if it rightly identifies the target segment. Abortion often is associated with infidelity. So when the brand positions as an alternative to abortion, there is a chance that it is perceived to be promoting infidility .

In a typical Indian family setting, suppose a couple encounters an unwanted pregnancy situation, there is a high chance that they will NOT go for an abortion. Abortion will be done if there are serious issues like financial and health issues. ( This is my opinion and not based on any data. If readers have further insights please feel free to comment. ) . Grudgingly the family braces to accept the new member.

If my hypothesis is true, then i-pill is taking the wrong stance.

It will be better for ipill to concentrate on the newly weds or young couple who often faces this dilemma stemming from sudden burst of love. Abortion is a negative word and why unnecessarily associate your brand with a negative term ?

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I Pill