Piramal Enterprises has been felicitated with the Silver Award for its iCan "FairSexFairSay" women's day campaign at the APPIES APAC Awards, at the National University of Singapore Society, Singapore.
APPIES, a highly acclaimed annual festival, showcases the most creative and inspirational ideas in marketing communications across Asia.
The iCan FairSexFairSay campaign, conceptualized by McCann World Group India has been awarded to Piramal Enterprises under the 'Social and Environment' category for APPIES APAC 2016. Spanning across a total of 73 cases from India, Japan, Malaysia, Singapore, Australia, Vietnam, Hong Kong, Indonesia, Thailand and China; Piramal Enterprises is among 20 companies to be awarded a medal. iCan has been making a remarkable impression since 2013, when it won the Bronze Award for the 'iCanhelp queries' at the INK Newspaper Awards.
#FairSexFairSay campaign focused on encouraging women to take charge of their lives and have equal say in contraception. The campaign was extremely successful and garnered recognition across all platforms.
Kedar Rajadnye, Chief Operating Officer - Consumer Products, Piramal Enterprises said, "The iCan FairSexFairPlay campaign win at APPIES is an important achievement for us. We would like to thank the jury for recognising this campaign which created very good traction in India. This campaign was conceptualised to give an equal voice to women in matters of contraception and conception. This campaign has further strengthened our brand positioning as women's intimate confidante. We launched I-Can in 2011 and has received great acceptance within our target group. The win at APPIES reassures our core values of Knowledge, Action and Care. At Piramal Consumer Products, with all our brands like Saridon, Lacto Calamine, I range of Products (i-pill, i-know, i-can), Caladryl, Littles, Naturolax, Tetmosol, Tetmosol Total, Quik Kool, Polycrol, Jungle Magic & Lacto Bacil plus focus on health, wellness and self-care solutions for our consumers and are happy to see the consumers as well as the jury showing confidence in the work we do."
Also, speaking about the iCan win, Prasoon Joshi, Chairman, McCann Worldgroup Asia Pacific, said "It's always a joy to win awards, my sincere thanks to the APPIES jury on behalf of McCann team and the team at Piramal who have always believed in us and value long term relationship".
The campaign generated online debate of more than 1.3 million participants across the social media. It became No.1 trend on Twitter with 71 million impressions. It achieved 5.2 million impressions on Facebook. Campaign featured on popular digital portals like BUZZFEED and SCOOPWHOOP, generated ~1.1 million organic views on YouTube and increased the traffic to website by 850%. Within 4 hours, it became the No.1 trending hash-tag in India 5 times, also remained top 10 trending for most part of the day. It clocked 27% engagement rate vs. industry benchmark of 1.5%. And finally, the "FairSex" in India got "Fair Say.
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