see how Mankind Pharma promoted its regular contraceptive pill Unwanted 21 Days with geo-targeting and lingual ads

In order to fulfil the brand’s objective effectively, mCanvas and Logicserve Digital collaborated to design innovative ads for the brand. The ad was run on two of mCanvas’ high-impact and intuitive ad formats – Spotlight and Streambox. Aiming to increase brand visibility without being intrusive, Spotlight is a glossy banner ad format that politely appears while users are scrolling. In case they choose not to engage with the ad, they can continue to scroll, thus providing a seamless on-page experience and providing two to five times better click-through rate than standard banner ads. The outstream video ad format – Streambox, embeds video natively between editorial content, resulting in a 82% higher brand lift.

In order to enhance the relevancy and reach of the ad, it was important to customise the ad with geo-targeting and linguistic banners. As a result, the mobile-led campaign primarily targeted females, as well as males, between the ages of 18 to 44 years, in the states of Assam, West Bengal and Odisha. Additionally, the ad was delivered in three different languages - Assamese, Bengali and Odia, based on the user’s location.

On scrolling, the high-impact ad first displayed the product, followed by a picture of a woman and the copy ‘Be pregnant, when you want to be!’. As the user scrolls, the copy then changed to ‘When it comes to planning your pregnancy, Unwanted 21 days can help! #ByChanceNahiByChoice!’. The CTA ‘Know More’ directed users to the brand’s landing page for more information on the contraceptive pill.

As the user scrolled, mCanvas’ native, outstream video ad appeared on the screen, displaying the commercial of the product. A banner below the video featured the copy ‘Pregnancy by choice, not chance!’, along with the CTA ‘Know More’, that directed users to the brand’s landing page for more information on the product.