The Campaign

Did you grow up listening to, ‘You throw/run/kick like a girl’ intended to INSULT? Insight – Young girls think they can conquer the world until they hit puberty. During puberty girl’s confidence plummets. It rarely returns; impacting their potential as women. 7 out of 10 girls in India feel pressurized by biased norms set by society. • Puberty introduces Social limitations o “When I got my period, I was told-“Be careful about boys & what I wear” • Gender inequality at center of constraints o “Before period we were no different than boys” • Feeling of inferiority: o “Parents imprint in our minds, that we are weak post puberty” We launched an epic battle against this dropping confidence to take a stance, inspire and empower young girls. Whisper took the challenge of bringing mind-set change & advocate that girls should be unstoppable, by launching #LikeAGirl campaign, with a local spin.

Creative Execution

The campaign was divided in 3 phases Phase I – Pre Launch Lead characters were announced through interesting content pieces Special magazine features were created Interaction with cast and behind the scene videos were made popular through social media All this created hype around the show Phase II – In the Show Whisper was the constant companion on their journey Brand's Story was seamlessly woven into show's storyline 4 Contextual integrations & product placements, 6 Astons throughout the show Specially dedicated ‘Like A Girl’ Music Video was created and promoted on Itunes & Hungama.com Relevant social media conversations around the brand were crafted in sync with the show Phase III – Post Launch Series success stories and conversations were created on Facebook, Twitter etc. to keep the buzz going Series featured in ‘Must Watch’ sections across internet Special mentions in various publications Featured among 14 Amazing Indian web series to watch in 2016

o Sales increased to 15% over last year o TOMA increased +8 points o Key emotional equity attributes: • Champions women: +7 points • Brand that I trust: +5 points o You tube - Highest number of views 11.2 Mn for a web series • 47% in age group 18 -24 years of which 73% are females • 39% views from age group 25-34 years of which 61% are females o Facebook – 35.6 Mn views and 4.3 Lakh engagement activities – Likes, comments and shares o ‘The Trip’ series was featured in ‘Must Watch’ sections across internet o It was featured amongest the 14 Amazing Indian web series to watch in 2016

We used an end-to-end media solution to bring the global #LikeAGirl phenomenon to India, inspiring millions of young girls across the country that they can be whatever they want to be and do whatever they want to do. Through content creation, content integrations, social chatter, influencer community building, and PR, we rallied the whole country behind our cause.

Insights, Strategy and the Idea

We wanted to engage with YOUTH in disruptive ways, on platforms where she is receptive to idea, and advocate purpose of brand to generate positive equity Indian Television was full of regressive content like Nagin, Sasural simar ka, Kavach kaali shaktiyon ka etc. where female characters are constantly stereotyped ‘timid, obedient = good’; ‘assertive, questioning = bad’ Riding on such oppressive content would not boost confidence of young girls Hence, we decided to create/own content resonating with Whisper's philosophy of Being Unstoppable We created a web series called "The Trip" riding onto the growing popularity of this new age story telling format It was centred around 4 young, free-spirited women who go on a trip of a lifetime We roped in famous youth icons like Lisa Haydon, Mallika Dua etc. The script was designed in resonance with brand values of Confidence & comfort The protagonists were shown breaking stereotypes #LikeAGirl