CLIENT: A PHARMA AGENCY WHICH WANTED TO PITCH FOR A VAGINAL RING ACCOUNT.
Context:
The Government has permitted the advertising of vaginal rings as a contraceptive product. While advertising of the generic category is permitted,the brand cannot be advertised, as it is still a prescription drug.
This was a freelance exercise and has not been released or been purchased by any client. (Not paid for by the agency that commissioned this, though partly used would be more honest :))
Product:
Category: Vaginal Rings. This campaign is to promote the use of vaginal rings.
(Brand name is XXX(NEW Ring).
It is a vaginal ring which can be inserted into a woman’s vagina. It is round in shape like a large condom when rolled and is inserted into the woman’s vagina where it grips the wall and stays there secreting chemicals which prevent pregnancy from happening during one cycle. After the cycle it is taken out and another one inserted after the period is over.
It is very expensive and has lesser side effects than the pill which has to be taken everyday by the woman. This ring is preferred since there is no risk of forgetting that happens with pills.
There is a lot of demand for I-Pill and such other pills, since many young women are faced with the prospect of abortions and are worried about the fall outs. However these pills cannot be taken more than twice in a cycle and have severe side effects. Vaginal rings offer protection on a longer time frame.
Who are we talking to?
To very rich and well to do women, who are working in high income jobs, and in fashionable jobs like movies, television, airlines, hotels, travel etc where there is a lot of freedom and mingling of sexes.This is aimed at Mumbai, Delhi and such other metros.
These women may be living in with a boyfriend whom they plan to marry, if everything happens right and when they have money to afford a marriage and kids. This product protects against pregnancy on a regular basis. They are not worried about AIDS because they are having sex with only a person they know and they believe he is not into prostitutes and casual sex with strangers.
Men who are boyfriends of these women will be shadow audience.
Media
The rule is that only the category of rings can be advertised and not the brand, so it is similar to public service advertising. The rings cannot be purchased across the counter like I-Pill, it needs a prescription. The ads are therefore now concept cards and may be in print media in select publications. The ring shape of the product is the key here
Creative Buttons
The “ring” shape is very important . The shape of the product could well be the signature. The brand that is promoting it is called “Newring” (fictitious)
Headline and Body Copy Thoughts
VAGINAL RING MONOLOGUES
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A)“Falling in love was an accident, but what happened after, that was in my hands”
TV Script:
Visual: A lady in bed talking to someone on the phone with the man sleeping or is on the internet and is typing into the laptop and looks up to camera
Lady:“I never planned to fall in love…but he was there to catch me when I did “. Looks at her man by her bedside and smiles back at the camera..
“And of course there was the ring to make sure we did not loose our footing…..no not the engagement ring…the vaginal ring which my doctor prescribed …because lovemaking is not something you should regret”.
She picks up the pack of vaginal rings (ring) and shows it to the camera and says “Falling in love was an accident, but what happened after, that was in my hands”
Super: The ecstasy of love, without the agony .
Print:
Headline: “Falling in love was an accident, but what happened after, that was in my hands”
Visual: A lady in bed talking to someone on the phone with the man sleeping or is on the internet or is looking up to the camera
Body Copy:“I never planned to fall in love…but he was there to catch me when I did “.
And of course there was the ring to make sure we did not loose our footing…no not the engagement ring…the vaginal ring which my doctor prescribed …because lovemaking is not something you should regret.
Falling in love was an accident, but what happened after, that was in my hands”
Tag: The ecstasy of love, without the agony.
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B) “Destiny brought us together, the “ring” made it forever”
TV SCRIPT:
Visual : Woman with the laptop next to her typing. She is in her nightgown, which is sexy. A photo of her and her man is blown up on her wall.
She looks to camera and says:
Lady:“No we were not introduced by our parents… I think it was destiny, I was not supposed to be there. Well, he was supposed to be there. And I suppose that is why he is now here”…points to the man in the photo on her table next to her.
“He says the wedding should be after his promotion. Since I have the ring that my doctor prescribed, we are celebrating the honeymoon before the wedding”
“Destiny brought us together, the “ring” made it forever”. Shows the ring pack and smiles into camera.
Tag: The ecstasy of love without the agony
PRINT AD and POSTER:
Headline: Destiny brought us together, the “ring” made it "forever”
Visual : Woman with a laptop next to her typing. She is in her nightgown, which is sexy. A photo of her and her man is blown up on her wall.
Body copy:"No, we were not introduced by our parents…. I think it was destiny. I was not supposed to be there, but he was. And now he is here with me.
He says the wedding should be after his promotion. Well, since I have the ring that my doctor prescribed, we are celebrating the honeymoon before the wedding.
Destiny brought us together, the ring made it forever."
Tag: The ecstasy of love without the agony
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C)The morning after….. there is only one pill to take …. The Chill Pill
TV Script:
Visual:A sexy young woman with her face on the pillow opens her eyes and squints at the camera as it comes closer, as the camera pans back and a black lacy bra is on the table and there are clothes strewn all over the floor indicating that they were discarded in a frenzy of passion. Next to her on the bed and there is a man sleeping obviously after a night of lovemaking.. She rolls over and smartly keeps the sheets above her breasts.
Lady:“Well I am not into chasing boys… they normally chase me…this time however I had to make sure he chased me… the black dress helped. She looks around on the bed and finds a little black dress on the floor, “It helped that his friends were all leching me like wolves”, she smiles sultrily “Ah yes .. what really helped was the ring that my doctor prescribed… if you are into hunting innocent, shy guys like this one... it helps. “
Shows the ring (pack) into camera.
“The morning after….. there is only one pill to take …. the Chill Pill. Condoms are for the bad boys”… winks into camera
Tag: The ecstasy of love without the agony.
Print:
Headline: The morning after….. there is only one pill to take …. The Chill Pill
Visual of a woman scantily clad in bed with a man and looking at the camera. Background has clothes discarded. Obvious cues that it is the morning after a night of lovemaking.
Sub head: “Well I am not into chasing boys… they normally chase me…”
Body copy:
“This time however I had to make sure he chased me… the little black dress helped. It helped that his friends were all leching at me like wolves. Ah yes .. what really helped was the ring that my doctor prescribed… if you are into hunting innocent shy guys like this one... it helps. The morning after.. there is only one pill to take, the chill pill. Condoms are for the bad boys.”
Tag line: The Ecstasy of love, without the agony …
