Mankind Pharma's Unwanted 21 Days launches campaign to encourage contraception and family planning

Unwanted 21 Days, an oral contraceptive from the house of Mankind Pharma, has launched a campaign titled #UnwantedGyaanSeSavdhaan. The campaign intends to mobilise the young population of India, especially newly married couples, to know the importance of family planning, and initiates conversations to understand their access to information and services related to reproductive health.

The video:

The video campaign has a wedding ceremony as the central theme and showcases two individuals getting married and the immediate question asked by their respective families, ‘how soon will they get to see a grandchild?’ The campaign highlights how society awaits impatiently to hear the ‘good news’ and they start hinting at their advancing age and how the couple is depriving their parents of the pleasure of playing with their grandchildren.

Through this campaign, the brand aims to normalise the conversation around contraception, family planning and raise awareness in a fun, relatable and engaging manner. While age is a factor that a couple needs to consider, that should not be the only reason for them to have a child before they are ready.

Joy Chatterjee, General Manager, Sales and Marketing of Mankind Pharma, said, “There has been a lot of debate around the right time to conceive and we feel that every couple has the freedom to choose when they can plan their pregnancy. As a contraceptive brand, we are trying to raise awareness towards family planning as it helps in improving maternal health, child survival, reducing the number of abortions and woman empowerment.”

The campaign video has been launched in Hindi and adapted in three other languages: Hindi, Marathi, Bhojpuri and Bengali.