Shouldn't women have an equal say in contraception?  McCann Worldgroup India asks the question on behalf of its client, Piramal’s i-pill, an emergency contraceptive pill, in concert with icanhelp.in, an organization that provides both help and advocacy for women. In a country where the choice of using contraception still remains largely a male prerogative, Piramal is using social to support their product and also get out a strong point of view on contraception.

The campaign, #‎FairSexFairSay, calls out men for the ludicrous excuses they use to avoid safe sex, and asks for support through SMS, phone, Twitter and online portals‪.  Debuting earlier this week, the spot has some 1.5 million Facebook views.