* Campaign films: https://youtu.be/C39GRGOBflM; https://youtu.be/mKwasu0L57w
i-choose, India’s first Ovulation Testing Kit, has launched a new campaign, ‘The Pre-pregnancy Test,’ starring brand ambassador Shriya Pilgaonkar. Conceptualised by McCann India, part of Omnicom Advertising India, the campaign encourages couples trying to conceive to move beyond guesswork and better understand when to try.
Most couples are familiar with a pregnancy test, the test they take after trying. Far fewer think about the test that can come before it. By positioning the i-choose Ovulation Testing Kit as ‘The Pre-pregnancy Test,’ the campaign makes ovulation testing easier to understand and more relevant to them who are in the trying-to-conceive journey. The at-home test helps identify the 5 best days to try for a baby, helping couples make more informed decisions around timing.
The campaign stems from a simple consumer insight: when trying to conceive, couples often make several changes in their effort to do everything right, from eating healthier and exercising to improving their daily routines but may overlook the importance of knowing when to try. i-choose aims to encourage couples to incorporate ovulation testing as a habit into their journey of trying for a baby. “Don’t try harder. Try smarter” forms the creative approach to bring this message alive, shifting the conversation from simply doing more to being better informed about the right time to try.
One of the campaign films brings this thought alive through the warmth of sisterhood. Shriya Pilgaonkar plays a trusted friend who finds her friend attempting fertility yoga as part of her efforts to conceive. Seeing her struggle with the routine, Shriya introduces her to the i-choose Ovulation Testing Kit and the idea of the ‘Pre-pregnancy Test’, explaining how it can help identify her 5 best days to try. Through light humour and an easy conversation between friends, the film shows that while couples may be doing several things as part of their conception journey, understanding their fertile window is an important step to consider.
A second film takes the conversation into the bedroom and brings the couple’s dynamic into focus. Shriya Pilgaonkar shows her husband the ovulation testing stick, which he initially mistakes for a pregnancy test. She playfully introduces it as the ‘Pre-pregnancy Test’ and explains that it helps identify her 5 best days to try for a baby. The film uses chemistry and humour to make a typically clinical conversation around ovulation more natural and relatable, while reinforcing that trying for a baby is a journey couples can navigate together.
Commenting on the launch, Abhishek Kumar Shrivastav, CMO, Piramal Consumer Healthcare, At i-choose, we believe that making informed choices begins with having the right information. When couples plan to conceive, much of the focus is on lifestyle changes and preparing for pregnancy, while understanding the right time to try often gets overlooked. With ‘The Pre-pregnancy Test’, we want to bring this missing piece into the conversation and encourage couples to see ovulation testing as an integral part of their conception journey. The campaign is designed to challenge existing perceptions through a relatable, light-hearted narrative that makes an important scientific insight easy to understand and act on.
Adding on, Anusheela Saha, Head of Creative, McCann India, said, “The journey to pregnancy can often become a checklist for many couples, making it feel like hard work. That became the heart of our campaign: Don't try harder. Try smarter. We wanted to make this thought feel less like medical advice and more like a piece of advice you'd get from a trusted friend. So, through Shriya Pilgaonkar and the warmth of sisterhood, we bring a little humour to a journey that can often feel stressful and overwhelming, while introducing ovulation testing as a simple, science-backed step to know your best days to try and an important step in this journey.”
The campaign is live across digital platforms including YouTube, Instagram and Facebook.
Team Credits
Creative: Rahul Mathew, Anusheela Saha, Atin Ahluwalia, Shalmali Sawant, Ritviz Kumar, Riya Nippani, Ananya Jain, Kshitij Chandel
Business: Dheeraj Sinha, Hari Krishnan, Monideepa Nandi, Kashish Bachani, Sankalp Grover
Strategy: Menaka Menon, Sanjana Chetan
Director: Ayushi Anand
Production House: Mothership
About Piramal Consumer Healthcare:
Piramal Consumer Healthcare portfolio comprises 25+ brands with offerings spanning across multiple wellness categories. It aims to be among the top three Consumer Healthcare companies in India. Over the last two years, the business has invested significantly in various growth levers. The Company’s strategy of expanding the product portfolio and distribution network has worked well and the Consumer Healthcare business is evolving into a strong player in India’s Consumer Healthcare market.
For more information visit: Piramal Pharma Consumer Healthcare
About Piramal Pharma Limited
Piramal Pharma Limited (PPL, NSE: PPLPHARMA I BSE: 543635), offers a portfolio of differentiated products and services through its 17 global development and manufacturing facilities and a global distribution network in over 100 countries. PPL includes Piramal Pharma Solutions (PPS), an integrated contract development and manufacturing organization; Piramal Critical Care (PCC), a complex hospital generics business; and the Piramal Consumer Healthcare business, selling over-the-counter consumer and wellness products. In addition, one of PPL's associate companies, Abbvie Therapeutics India Private Limited, a joint venture between Abbvie and PPL, has emerged as one of the market leaders in the ophthalmology therapy area in the Indian pharma market.
For more information, visit: Piramal Pharma | LinkedIn
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