Shriya Pilgaonkar, DDB Mudra & the Quiet Revolution in Reproductive Health

When it comes to reproductive health in India, the conversation has long been whispered behind closed doors. But what happens when a pharma giant, a bold agency, and a sharp actress team up to kick that door wide open?

Enter: Piramal Pharma’s latest campaign for i-pill Daily, executed by none other than DDB Mudra Group, featuring Shriya Pilgaonkar in a role that speaks volumes without screaming.

Shot in a stark black-and-white palette, the film’s aesthetic is a nod to the past, yet its message is defiantly current. Shriya’s calm but commanding presence becomes a vessel for the campaign’s core insight: that discomfort at the point of purchase leads to women compromising on brand choice even when they came in asking for i-pill Daily by name. The result? A misplaced reliance on substitutes, driven not by preference but by social discomfort.

DDB Mudra Group known for campaigns that blend culture and commerce—turns this insight into action. By highlighting the shift from quiet compliance to active agency, they don’t just sell a pill; they sell permission to choose. Their creative strategy hinges on the psychological truth that assertion in public spaces is still radical for women in India—especially around topics like contraception.

Meanwhile, Shriya Pilgaonkar’s casting is a stroke of brilliance. As an actress who balances indie cinema credibility with mainstream appeal, she personifies the "modern Indian woman" the brand is speaking to confident, informed, and unafraid to question.

The campaign goes beyond digital it’s making its way onto television in priority markets, with platforms like YouTube and Instagram already buzzing. But more than media impressions, the campaign aims for cultural impact.

As Nandini Piramal puts it: "Trust isn't just awareness, it's credibility." With this campaign, trust also becomes visibility. Because when you change how women see themselves in everyday choices even in a pharmacy you shift more than just product sales. You shift the culture.