Campaign details

Brand: i-can
Brand owner: Piramal Healthcare
Lead agency: McCann Worldgroup
Country: India
Industries: Contraceptives, family planning
Media channels: Online video, Social media, Websites & microsites
Budget: 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 irrationality of men's justifications was brought to life with a stark execution that made women the spokespersons. We asked people to pledge their support by using #FairSexFairSay and directed them to

Market background and objectives

i-pill, an emergency contraceptive repressed by regulation