Direct Integrated Campaign
Awards
Client P&G India
Brand Whisper
Agency BBDO INDIA
Brief Get the attention of and engage with our target audience (young urban women between 16-24). Drive relevance and as a result its sales by pushing the brand promise, that ‘Whisper gives you the confidence to be UNSTOPABBLE’.
Cultural Context
 In India, nobody talks about period. It’s treated like a bad word. As soon as girls hit puberty they are introduced to many different ‘don’t’s’-don’t worship, don’t enter the kitchen and the most ridiculous one, don’t touch the pickle as menstruating women are considered impure, and it is believed that if they touch it, the pickle will rot. Whisper decided that it was time to bust these myths.
Solution
 The ad that asked young women to boldly break period-taboos by touching the pickle and this provocative message got the nation’s attention. Celebrities and real-life women achievers stepped forward to spread the message. CNN-IBN, hosted a show called #LetsTalkPeriod. Radio-jockeys across cities conducted live debates and Q&A sessions. Aditi Gupta, founder Menstrupedia, took to the TED talks stage
Results
 The campaign got the attention of and engaged with young urban women
•The campaign achieved 73% unaided recall
•It generated free-media worth USD 6.1 million
•Over 2.9 million women participated and pledged to ‘touch the pickle’
•Over