Campaign details
Brand: i-canBrand owner: Piramal HealthcareLead agency: McCann WorldgroupCountry: IndiaIndustries: Contraceptives, family planningMedia channels: Online video, Social media, Websites & micrositesBudget: Up to 500k
Executive summary
In India, a woman dies every two hours due to an unsafe abortion. Often women don't have decision-making power in matters of contraception – it is for the men to decide and they avoid using condoms as it diminishes pleasure.
i-can, a leading contraceptive brand, set out to sensitise men to the issue with the idea of Fair Sex Fair Say. The...