Brief Explanation

Shockingly only 40% of urban Indian women use sanitary napkins. Objective was to drive category growth to enable brand growth for Whisper, the market leader. In India, while onset of periods is celebrated (sign of fertility); paradoxically the monthly process is considered a curse. There are ridiculous taboos associated with menstruation. A woman loses 5 days monthly and 6 years in a lifetime to taboos. Most sanitary napkin brands communicated product superiority, and never addressed inferiority a woman suffers from. Whisper has been an enabler for women. Hence, made sense for Whisper to bust taboos and make women unstoppable.

Results and Effectiveness

o Whisper achieved ‘highest ever’ value share o Improved Path to Purchase ratios -Consideration to Awareness ratio - 77 vs. 73 pre- track -Purchase to Consideration ratio - 74 vs. 70 pre-track o TOMA up by 15% vs. pre-track o Earned media worth $ 6.1 million o $1.2 billion Earned Media Impressions o 1.9 million views on YouTube o 2.9 million women pledged their support o The campaign received vast exposure in Indian media with strong global interest from BBC, FT, Reuters and Wall Street Journal. o Student organizations, stand-up comedians and TEDx speakers talked about the subject.

Creative Execution

Start conversations o Used conversation building mediums like PR, Social Media, Newspapers, Radio and released hard hitting IPSOS survey results. o Editorially tied up with news channels. #touchthepickle launch o Launched #touchthepickle videos, leveraged Key Opinion Leaders to promote them. o Invited women to talk, through contests. o Established #touchthepickle as the platform to pledge support. Freedom from period taboos o Anthropologists explained genesis and irrelevance of taboos. o Testimonials/influencer stories showcased. o Rounded up with press conferences in key cities. Influential celebrities and social activists supported the movement. o Events were tweeted live. Snippets went viral.

Insights, Strategy and the Idea

Whisper user is more knowledgeable and prepared about menarche. She is not uncomfortable in social settings, both physically and mentally when it comes to periods (Source: IPSOS). With superior quality sanitary protection like Whisper, women should not feel restricted during period. Hence, we invoked women to not let period myths hold them back. Whisper used femininity as a tool for women empowerment. Media Solution ‘Touch the pickle: Be unstoppable with Whisper’ A movement to encourage women to question irrational period taboos and break free from them. #touchthepickle, one of the most ridiculous taboo, was used as the metaphor for freedom.