Brief Explanation

Our objective was to drive trials for Ultra amongst urban women Insight: Menstruation, symbol of femininity, disempowers ‘HER’ because of ridiculous period taboos; stopping her from being herself during those 5 days of the month. In India, while the onset of periods is celebrated (sign of fertility); paradoxically menstruation is considered to be a curse. Lack of awareness and information led to many ‘DOs’ & ‘DONTs’ attached to menstruation. Idea: ‘Touch The Pickle: Be Unstoppable With Whisper’ : A movement to encourage women to question, talk out loud and break free from period taboos; reinforcing ‘Whisper’ as the enabler.

Results and Effectiveness

•Whisper associated with India’s leading radio stations reaching out to more than 3.5 Million young girls from across the nation’s top cities with high frequency leading to a very excellent recall (TOMA up by 15% pre-track) •Whisper achieved ‘highest ever’ value share •Improved Path to Purchase ratios -Consideration to Awareness ratio - 77 vs. 73 pre- track -Purchase to Consideration ratio - 74 vs. 70 pre-track •More than 475 minutes of content from brand spots, jock talks, anthropologist’s conversations to celebrity bytes led to high engagement and interaction •Earned media worth $ 6.1 million •2.9 million women pledged their support

Creative Execution

Leading radio partners associated: RED FM & RADIO MIRCHI PHASE-1: •Popular RJs kickstarted by sharing their personal period-taboo experiences. Hard hitting survey results seeded in conversations PHASE-2: •Roped in health experts & anthropologist to explain genesis of these myths. Conducted interactions on-air, discussed commonly followed taboos -‘Touch the pickle’, explaining how ruthlessly irrational they are. PHASE-3: •Leveraged discussions with Anthropologists. •Users shared their testimonials. •RJs invited listeners asking them to share what they would want to break-free from, winning stories were gratified. •RJs called women to join the movement where celebs and common women pledged to bust these period taboos.

Insights, Strategy and the Idea

A Whisper Ultra user is more knowledgeable and prepared about menarche and is not so frightened before her first period. She is not uncomfortable in social settings, both physically and mentally when it comes to periods. With this initiative Whisper strengthened its stance as an enabler who understands a woman’s predicament, and helped improve consideration for the brand significantly. Hence, championing this cause synced excellently with what the brand stands for. We chose to talk the ‘So-called’ shameful topic like menstruation on the loudest medium where our target audience is willing to listen, discuss & share their personal stories.