TOUCH THE PICKLE
| Title | TOUCH THE PICKLE |
| Brand | P&G INDIA |
| Product / Service | WHISPER |
| Category | B03. Branded Content & Entertainment Film |
| Entrant | BBDO INDIA Mumbai, INDIA |
| Entrant Company | BBDO INDIA Mumbai, INDIA |
| Advertising Agency | BBDO INDIA Mumbai, INDIA |
| Production Company | RED ICE FILMS Mumbai, INDIA |
Credits
| 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 |
Brief Explanation
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’.