i-can: Fair Sex Fair Say

Contraceptive brand i-can used social media to change the male narrative on contraceptive choices and drive visitors to its website in India.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands