Condom broke? Use iPill.

Take a look at the new iPill film, a small advertisement brought out by Cipla, the pharmaceutical giant, to promote its range of contraceptive pills.

Given India’s declining conservatism and the relieving awareness amongst the Indian youth, the pill is bound to become a sure success in the healthcare market. However, the success of these pills will rely heavily upon the discretion of the people using it, and their mindset towards sex in general. Rampant usage will only undermine the importance of the product as such, and before we know it, politicians will swoop in for the kill. Don’t use the pill because you want to. Use it only if you have to.

(A small hitch I’ve observed is that, of late, after initial excitement about the ads died out, only the last few minutes of this film are being screened on a regular basis. Not all of those who need this pill can understand the word “contraceptive” written on the screen, and if that doesn’t happen, the whole message is lost. Cipla should continue the campaign with the same swing they began with.)