Description
Contraception hinges on the promise of bodily agency. But in India, cultural taboos have turned even a basic healthcare product into a source of shame. Women often leave their contraceptive choices to chemists or partners, settling for any pill and effectively outsourcing their agency. This left i-Pill (practically the “Xerox” of contraception), with just 15% share. Our idea? Call out the shame that curtails access, likening it to being stuck in a black-and-white film. We didn’t lecture, we parodied: turning stigma into a punchline and pill-choice into empowerment. The result? With 12% volume-growth, i-Pill didn’t just reclaim leadership; we reclaimed agency.
