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2016 One Show - Cross-Platform

Whisper - Touch The Pickle

Agency BBDO India / Mumbai

Client P&G India
BACK TO RESULTS

Annual ID

CP16065M

About the Work

Whisper is a leading feminine hygiene brand in India. Our task was to drive relevance by reasserting a new “contemporary conversation” about periods with young urban women, in a socially-interesting, fame-generating way. Research pointed us to deep rooted period taboos still alive in the 21st century that feed a culture of shame leading to young women growing up with a disgraceful sense of self. Taboos like not entering the kitchen, and even touching pickles, a daily indian meal condiment, for fear they would rot with their touch. ‘Touch The Pickle’ was a movement by Whisper that bravely took on the culture of shame propagated through period taboos. Supported with strategically developed tv-spots, branded-content, celebrity endorsements and activations across key touch points. In doing so, Whisper created a conversation that got over 2.9 million women to participate and generated over usd 6.1 million in free-media and publicity.