Morning after, men try to find what's i-pill

NEW DELHI: Pharma major Cipla's single emergency contraceptive pill launched last month has managed to get some traction with consumers and competitors alike. The company's toll-free helpline number on emergency contraceptives receives 300 calls per day, a good 40% of them from men.
The rush started in August when Cipla launched the country's first single pill emergency contraceptive, i-pill. The launch of this over-the-counter (OTC) pill was followed by an ad blitz, as only one out of 100 women was aware of emergency contraception in India and educating masses was of utmost importance. It seems the efforts are paying off. i-pill's dedicated website is registering around 1,500 hits per day.

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