There are various challenges to coming up with a campaign for an intra-uterine contraceptive device, says Amer Jaleel, national creative director of Lowe Lintas. "We have to think about people, tact, being gentle and correct about the whole communication, and yet not lose the point of it," he said.
The idea that came as a result of the brainstorming session for Freedom 5, is attributed to creative director Sagar Kapoor, and used the analogy of a lock and key. In the TVC, when a husband broaches the subject of permanent sterilisation with his wife, she points him to a door that she says is jammed and needs help opening. When the husband can't open it either (because the wife has put a lock on it from the outside), she says that is what getting a permanent sterilisation would be like. Freedom 5 is then introduced by a doctor, who informs the couple that the product offers protection from conception for five years and can be removed anytime.
Jaleel added, "The premise was that you always want to have the option of conceiving, but this product lets you be free for a longer time. The branding of 'Freedom 5' is smart as well and will be taken forward through all kinds of activation."
Watch the TVC
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