Creative Execution

Ours was a digital campaign. • Sit Improper film: We started off with a film titled ‘Sit Improper’ featuring girls sitting in what society would deem ‘improper’ sitting positions being admonished by an authoritative voice. Their belief? Improper is just more fun, more free, more liberating. Improper is just more comfortable. • Content pieces with Girliyapa We tied up with Girliyapa to create content pieces that endorsed the idea with product integration. These included: • Class of 2017 - featuring popular Indian influencers • Musical Parody of a popular Bollywood song • What happens in a girls college • How to be a perfect employee • #SitImproper photo contest We invited girls to post pictures of them in ‘Improper’ sitting positions along with a story of what made them unstoppable, using the hashtags #SitImproper and #IAmUnstoppable. • Social Media: The campaign was further amplified through Girliyapa’s social media channels.

• 118 million units of Whisper sold during the campaign period. • At 1.7% nationally and 5% in modern retail within just 5 months of launch, Whisper Ultra soft witnessed the fastest ever share growth in a category launch in the last five years. • Purchase intent for Whisper Ultra Soft increased by 12 points. • 36.6 million views for the campaign, a new record for content created in the history of the feminine hygiene category in India. • Over 100 million social media impressions. • Girls shared pictures of them sitting improper, garnering over 4000 posts on Instagram. • The hashtag #SitImproper reached 1.5 million audiences on Twitter. • Positive conversation sentiment was 98% • In addition, all the videos created with Girliyapa trended on Youtube and had a phenomenal like dislike ratio of 36:1, wherein the like dislike ratio for the best of branded videos is 10:1.

In India, it is believed that the honor of a family is dependent on how its girls behave. In fact, even how she sits – how far apart are her legs, where are her hands placed is scrutinised. Young girls had hence been conditioned to sit with their back straight, knees together, like a lady. Maintaining this stiff position was restrictive, especially when girls were on their periods and wanted to have the freedom to sit comfortably. While 18-21 year old urban girls were questioning the status quo and being vocal about it on social media, we were surprised to discover that they too were victim to this. Whisper Ultra Soft was designed to provide comfort, enabling girls to sit the way they wanted to on their periods. But for this product to be a success, we had to make our target audience challenge this conditioning in the first place.