The Brief

Brief: To leverage Whisper from a just another brand of sanitary napkins to a brand that understands the discretion of Indian girls and their periods. Target Audience: The target audience was existing customers as well as new customers. Strategy: To drive home a brand experience idea that helps girls in India have a more discreet period experience and hence a happy one, across various touch points.

Creative Execution

Stength of the creative idea Given that in India talking about pads or being seen with one gives way to social embarrassment, we thought that creating wrappers that looked like wrappers of any other product would be ideal to help girls with their discretion, when it comes to disposing or carrying pads. No one has thought of giving girls in India a better way to have a more discreet period experience. Why Whisper? Whisper is all about girls having a noticeably better period experience in everything that the brand does. And this was yet antoher act to help girls have a happy period.

Describe the creative solution to the brief/objective.

The solution was to create unsuspecting wrappers that help girls store and dispose off sanitary napkins with complete discretion. We designed a number of covers which looked like regular wrappers. These wrappers were given away with Whisper packs and were also kept in the ladies room of various schools, colleges, malls and multiplexes. Thousands of girls loved the idea of carrying wrappers, the contents of which no one knew except themselves. The idea was carried across the city of Mumbai, Delhi, Chennai and Kolkatta.

Results

Thousands of girls had a more discreet period and hence a happier one. They loved the idea of having to carry a wrapper; the contents of which no one else would know about except the girls themselves. The wrappers were a hit and thousands of them were lapped up across the four metros in India. It left the girls asking for more during the next purchase. Brand Whisper enjoyed the top-of-mind recall amongst these girls for months.