Title | TOUCH THE PICKLE |
Brand | P&G INDIA |
Product / Service | WHISPER |
Category | D06. Corporate Image & Communication |
Entrant | BBDO INDIA Mumbai, INDIA |
Entrant Company | BBDO INDIA Mumbai, INDIA |
Advertising Agency | BBDO INDIA Mumbai, INDIA |
Production Company | RED ICE FILMS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Josy Paul | BBDO India | Chief Creative Officer |
Rajdeepak Das | BBDO India | Executive Creative Director |
Hemant Shringy | BBDO India | Senior Creative Director - Copy |
Sandeep Sawant | BBDO India | Senior Creative Director and Head of Art |
Balakrishna Gajelli | BBDO India | Creative Director - Art |
Ajai Jhala | BBDO India | Chief Executive Officer |
Rajat Mendhi | BBDO India | Vice President - Planning |
Sidheshwar Sharma | BBDO India | Vice President - Account Management |
Rahul Chandwani | BBDO India | Account Director |
Naina-Dimple Shetty | BBDO India | Planner |
Hitesh Shah | BBDO India | Studio Manager |
Vivek Unnikrishnan | BBDO India | Copywriter |
Malvika Srivastava | BBDO India | Art Director |
Phiroze Marolia | BBDO India | Senior Account Executive |
Venkatesh-Shankar | BBDO India | Graphic Artist |
Rajeev-Sameet | BBDO India | Graphic Artist |
Shimit Amin | RED ICE Films | Film Director |
Gary Grewal | RED ICE Films | Film Producer |
Karan Sharma | RED ICE Films | Associate Producer |
Hanif | RED ICE Films | Music Artist |
Whisper is a leading sanitary napkin brand in India that believes women can be unstoppable even on their period days. However, it was losing relevance amongst young urban women. Research pointed us to the force stopping young women – it wasn’t periods, but the culture of shame propagated by archaic period taboos. Whisper decided to challenge this culture of shame with the ‘Touch the Pickle’ movement. It started with a TV-ad that asked women to come forth and break period taboos by touching the pickle. This immediately provoked interest. Along with this, strategically developed branded-content, celebrity endorsements, activations and partnerships generate huge consumer response. Over 2.9 million women participated and pledged to ‘Touch the Pickle’.
We needed to reach out to young urban women and spark a national conversation about period taboos. Here each element was designed to provoke the attention of our audience. So we started with a TV spot that asked young women to boldly break period taboos by touching the pickle. This provocative message got the nation’s attention. Bollywood celebrities and real-life women-achievers stepped forward to spread the message. CNN-IBN, a leading news channel hosted a show called #LetsTalkPeriod. Radio-Jockeys across major cities conducted live debates. Aditi Gupta, founder Menstrupedia, took it to the TED-Talks stage. Comedians and women from different walks of life created compelling content to inspire young women to come forth and break taboos. Over 2.9 million women participated and pledged to ‘Touch the Pickle’.
Young urban women in the age group of 16 to 24, our target audience for Whisper are confidently stepping forward in everyday life, but for most women, period taboos are a monthly reminder that feed a culture of shame that hold them back. Whisper as a brand stands for the emancipation of women. By challenging the culture of shame propagated through period taboos; Whisper found a deeper relevance and positively impacted young women by making them truly unstoppable. This campaign helped the brand find a deeper relevance in the lives of their target audience and drove value share levels.
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 1.9 million views on YouTube for the ‘Touch the Pickle’ video. • Facebook engagement rate was 959 Index. • Whisper’s Share of Voice grew from 21.0% TO 91.2%.