Mankind Pharma’s oral contraceptive brand — Unwanted21Days raises awareness on the importance of planned pregnancy in its latest ad campaign.
Newly married couples in India are often bombarded with intrusive questions such as ‘When is the good news?’ or ‘Munna kab aayega?’ Such unwarranted questions at social gatherings can make the situation sticky and awkward. Unwanted21Days, a part of Mankind Pharma, recently launched a digital campaign titled #MunnaKabAyega. The campaign tries to reinforce a sense of privacy and independence in the minds of consumers. The quasi-puppet show has been conceptualised by Logicserve Digital, a digital marketing company and the Indian arm of Logicserve Group.
The campaign aims to initiate conversations on reproductive health to normalise the use of contraceptives and promote the importance of planned pregnancy. An animated music video focussed on newly-weds, Faguni and Bittu who are visited by inquisitive relatives was released on social media platforms including Facebook, YouTube, Instagram, and Twitter.
Commenting on the campaign, Joy Chatterjee, assistant general manager, Mankind Pharma, says, “Raising awareness amongst the audience while also conveying a message on a sensitive topic in a creative way was of paramount importance to us. Leveraging an insight that was easily relatable and using it in our communication to highlight the importance of planned pregnancy was a brilliant thought.”
The song’s lyrics showcase various scenarios that newly married couples usually land into with relatives and neighbours prying into their personal life. The nagging questions are finally put to rest when Faguni and Bittu take a stand and inform everyone that they will have a child when they feel is the right time basis their joint decision.
Manesh Swamy, vice-president, creative, Logicserve Digital, says, “When we started working on this campaign, our focus was to educate and empower the audience in the simplest way without being intrusive. Hence, we thought of creating a powerful communication tool involving a captivating tune that lingers in the mind. That’s how #MunnaKabAayega was born. The idea was consumed well by the audience and effectively conveyed the brand message of ‘Pregnancy jab tum chaho’.”
To create a buzz around the campaign a wedding invite was prepared, along with a pre-wedding shoot of the central characters. Recent visitors of the brand page who commented with the hashtag ‘#FaguniWedsBittu’ were sent an automated invite. WhatsApp stickers were created as well to introduce and highlight inquisitive family members and friends with atypical messages. The folksy approach with traditional music and descriptive narrative helped the brand connect effectively with audiences in tier-2 and tier-3 cities.
Post the video release, a contest was launched asking the audience to showcase the signature ‘Munna Kab Aayega’ dance step on social media platforms. Regional influencers were also roped in.