Not many know what an emergency contraceptive pill is, but ask what an i-pill is ? you'll possibly get a reaction, now thats the kind of brand recognition i-pill has crafted for itself in India ,the brand from cipla which exited from the OTC (over the counter) business to concentrate more on the prescription drugs which is Ciplas main business.I-pill was sold to Piramal health care for a whooping 100 crores, an amount paid for the superior brand image.
Piramal's other brands are lactomine, supractiv Complete, Saridon and polycrol antacid all are otc(over the counter) drugs which are sold mainly through pharmaceutical shops and the latest i-pill would fit well in piramal's stable of brands benefiting from the existing channels as i-pill is an OTC drug and sold through the same channels which piramals products are sold. I-pill was instrumental in creating a new category for the contaceptive market and had campaigns and BTL advertisements to promote the brand and they were quite successful at it. i-pill was able to create a market of 100-150 crores within few years of its launch with an annual growth rate of 250%.
The advertisements were crafted carefully as pregnancy and abortion are sensitive issues in India. The advertisements used fear appeal and mainly targeted the young couples in the age group of 24-35 who feared getting a child and those who fear of unprotected sex. The advertising was done through tv, print and outdoor publicity followed by an interactive website 'ipillcipla.com', to educate consumers about the product. But the company had to fight many allegations as the age group of 18-24 were increasingly taking this pill for other purposes, following this news many trust wanted to ban this drug claiming that it was being misused by many. Brushing aside all these allegation supreme court rejected the petition to ban these drugs.
The success of i pill can be attributed to the advertisements and an integrated marketing campaign with a strong distribution network , they had their STP and consumer insight right which made i-pill a category and a generic name for contraceptive pills in India.
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