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Lowe Creates New TVC For Freedom 5

Communicates women that Freedom 5 is an Intra-Uterine contraceptive Device that is effective for 5 years.

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Lowe Creates New TVC For Freedom 5

Lowe Creates New TVC For Freedom 5

Communicates women that Freedom 5 is an Intra-Uterine contraceptive Device that is effective for 5 years.

Hitesh Ranot | Delhi | November 22, 2010

publive-imagePopulation Services International has launched its new campaign to promote Freedom 5. Lowe Lintas has created a TVC to communicate to women that Freedom 5 is an Intra-Uterine contraceptive Device that is effective for 5 years. It is an ideal product for women who have completed their family size, and do not want to opt for sterilization and are looking for long-term protection.

The idea of the campaign was to create an idea which was simple to understand and yet would strike a chord. The campaign idea emerged as - “Permanent, jab tak aap chahey!”. This was communicated with a simple analogy of 'Taala – Chaabi'. So, Freedom 5 became a Chaabi wala Taala for women who wanted a contraceptive solution that was as good as permanent but would allow them to conceive in case they wanted to.

The target group most attracted to Freedom 5 were women who desired a hassle free long-term method. The campaign's task was to convince these women about the superior benefit of Freedom 5 over sterilization as the best long-term method. Amongst most married couples, sterilization is the default go-to choice when they do not want to have any more children, as they perceive it to be the ideal risk free method. However, many women are apprehensive about going under the knife and the after effects of the operation. At the back of their minds there is also this nagging thought of 'what if?'.  What if at some point in the future they want to have another child.

Credits:

Account Management: Raj Gupta, Reshmi Ganguli, Saudamini Junnarkar, Pooja Jaggi

Account Planning: Varsha Chawda

Creative: Amer Jaleel, Manoj Tapadia, Sagar Kapoor, Gautam Ved, Shruti Shah

Hitesh@BestMediaInfo.com

Info@BestMediaInfo.com

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