i-choose, a home ovulation testing brand from Piramal Consumer Healthcare, has launched a new campaign that gives its product a simpler job title: “The Pre-pregnancy Test.” Created by McCann India and fronted by actor Shriya Pilgaonkar, the campaign asks couples trying to conceive to stop relying on guesswork and start tracking the five best days to try for a baby.
The launch sits at the intersection of two shifts: India’s fast-growing direct-to-consumer health market and a slow but real opening up of conversations around fertility. By giving ovulation testing a familiar name, i-choose tries to turn a private, often stressful topic into an everyday planning step.
Why the “pre-pregnancy” frame works
Most couples know what a pregnancy test is, but far fewer think about testing before pregnancy. The campaign uses that familiarity gap deliberately. Instead of presenting an ovulation kit as another medical device, it positions the kit as the step that comes before the test everyone already recognises.
Abhishek Kumar Shrivastav, CMO, Piramal Consumer Healthcare, said the brand wants to “bring this missing piece into the conversation” and make ovulation testing an integral part of the conception journey. The campaign is built on the line “Don’t try harder. Try smarter.”
Two films, two everyday conversations
McCann India created two films to land the message. In the first, Shriya plays a trusted friend who introduces the kit to a woman attempting fertility yoga. The second uses a couple’s mix-up — the husband mistakes the ovulation kit for a pregnancy test — to explain the concept with humour.
Anusheela Saha, Head of Creative at McCann India, said the team wanted the message to feel “less like medical advice and more like a piece of advice you’d get from a trusted friend.”
The choice of Shriya Pilgaonkar matters. As a familiar face with a conversational screen presence, she delivers the science without turning the films into a lecture. That peer-to-peer tone is often the difference between health content people share and health content people skip.
What marketers can take from it
The campaign is a useful lesson in reframing a product around the step consumers skip. It also shows how a celebrity ambassador can be used as a peer rather than a spokesperson, making a clinical topic easier to approach. Three moves stand out:
- Rename the missing step: i-choose turned ovulation testing into “the pre-pregnancy test,” connecting it to something couples already understand.
- Use warmth over authority: The films lean on friendship and couple banter instead of medical instruction.
- Keep the science as the payoff: The five best days to try are the benefit, not the creative tension.
The campaign is live across YouTube, Instagram and Facebook. For brands in women’s health and D2C wellness, it is a compact case study in making a functional product feel approachable without losing its science-backed edge.
Source: MediaNews4U
