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  • AWARDS :
    GRANDE LOTUS ROOTS
  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    BBDO INDIA, MUMBAI
  • ENTRY TITLE :
    TOUCH THE PICKLE
  • BRAND :
    WHISPER
  • ADVERTISER :
    P&G INDIA
  • AGENCY :
    BBDO INDIA, MUMBAI
  • CHIEF EXECUTIVE OFFICER :
    AJAI JHALA
  • CHIEF CREATIVE OFFICER :
    JOSY PAUL
  • EXECUTIVE CREATIVE DIRECTOR :
    HEMANT SHRINGY/SANDEEP SAWANT/RAJDEEPAK DAS
  • CREATIVE DIRECTOR :
    BALAKRISHNA GAJELLI
  • COPYWRITER :
    VIVEK UNNIKRISHNAN
  • ART DIRECTOR :
    MALVIKA SRIVASTAVA
  • GRAPHIC ARTIST :
    VENKATESH-SHANKAR/RAJEEV-SAMEET
  • ACCOUNT DIRECTOR :
    RAHUL CHANDWANI
  • ACCOUNT MANAGER :
    SIDHESHWAR SHARMA
  • ACCOUNT EXECUTIVE :
    PHIROZE MAROLIA
  • STRATEGIC PLANNING DIRECTOR :
    RAJAT MENDHI
  • STRATEGIC PLANNER :
    NAINA/DIMPLE SHETTY
  • STUDIO MANAGER :
    HITESH SHAH
  • FILM PRODUCTION COMPANY :
    RED ICE, MUMBAI
  • DIRECTOR :
    SHIMIT AMIN
  • FILM PRODUCER :
    GARY GREWAL
  • ASSOCIATE PRODUCER :
    KARAN SHARMA
  • SOUND PRODUCTION COMPANY :
    RED ICE, MUMBAI
  • MUSIC COMPOSER :
    HANIF
  • CULTURAL CONTEXT EXPLANATION :
    IN INDIA, NOBODY TALKS ABOUT PERIOD. IT’S TREATED LIKE A BAD WORD, A CURSE. WHAT’S WORSE? AS SOON AS THEY HIT PUBERTY GIRLS ARE INTRODUCED TO MANY DIFFERENT ‘DON’T’S’ – DON’T WORSHIP, DON’T ENTER THE KITCHEN AND THE MOST RIDICULOUS ONE, DON’T TOUCH THE PICKLE. BECAUSE MENSTRUATING WOMEN ARE CONSIDERED IMPURE AND IT IS BELIEVED THAT IF THEY TOUCH IT, THE PICKLE WILL ROT. WHISPER, INDIA’S LEADING SANITARY NAPKIN BRAND THAT STANDS FOR MAKING WOMEN 'UNSTOPPABLE’ DECIDED THAT IT WAS TIME TO BUST THESE MYTHS. AND SO WE LAUNCHED, “WHISPER – TOUCH THE PICKLE” – AS A METAPHOR TO BREAK FREE FROM ALL PERIOD RELATED TABOOS.
  • ENGLISH SYNOPSIS :
    IN INDIA, NOBODY TALKS ABOUT PERIOD. IT’S TREATED LIKE A BAD WORD, A CURSE. WHAT’S WORSE? AS SOON AS THEY HIT PUBERTY GIRLS ARE INTRODUCED TO MANY DIFFERENT ‘DON’T’S’ – DON’T WORSHIP, DON’T ENTER THE KITCHEN AND THE MOST RIDICULOUS ONE, DON’T TOUCH THE PICKLE. BECAUSE MENSTRUATING WOMEN ARE CONSIDERED IMPURE AND IT IS BELIEVED THAT IF THEY TOUCH IT, THE PICKLE WILL ROT. WHISPER, INDIA’S LEADING SANITARY NAPKIN BRAND THAT STANDS FOR MAKING WOMEN 'UNSTOPPABLE’ DECIDED THAT IT WAS TIME TO BUST THESE MYTHS. AND SO WE LAUNCHED, “WHISPER – TOUCH THE PICKLE” – AS A METAPHOR TO BREAK FREE FROM ALL PERIOD RELATED TABOOS.
  • CAMPAIGN SUMMARY :
    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.
  • THE BRIEF :
    THE OBJECTIVE FOR US WERE… 1. GET THE ATTENTION OF AND ENGAGE WITH OUR TARGET AUDIENCE 2. DRIVE RELEVANCE AND AS A RESULT ITS SALES THE INSIGHT FOR THE WHISPER CAMPAIGN CAME FROM EXTENSIVE RESEARCH THAT POINTED US TO DEEP ROOTED PERIOD TABOOS STILL ALIVE IN THE 21ST CENTURY; TABOOS 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. IN CHALLENGING THE CULTURE OF SHAME PROPAGATED BY ARCHAIC PERIOD TABOOS, WE BELIEVED WHISPER COULD NOT ONLY FIND A DEEPER RELEVANCE BUT ALSO IMPACT THE LIVES OF MILLIONS OF YOUNG WOMEN. THUS WAS BORN ‘TOUCH THE PICKLE’.
  • THE STRATEGY :
    IN OUR RESEARCH AMONGST YOUNG URBAN WOMEN AGED BETWEEN 16 TO 24, WE REALISED THAT DEEP ROOTED PERIOD TABOOS CONTINUE TO PREVAIL AND FEED A CULTURE OF SHAME THAT HOLDS THEM BACK FROM DOING MOST OF THE THINGS IN LIFE. WHISPER AS A BRAND THAT STANDS FOR THE EMANCIPATION OF WOMEN DECIDED TO CHALLENGE THE CULTURE OF SHAME PROPAGATED THROUGH PERIOD TABOOS. THUS WAS BORN THE ‘TOUCH THE PICKLE’ MOVEMENT.
  • THE EXECUTION :
    TO KICK START THE MOVEMENT WE NEEDED TO REACH OUT TO YOUNG URBAN WOMEN AND SPARK A NATIONAL CONVERSATION AND DEBATE ABOUT PERIOD TABOOS. SO WE STARTED WITH A TV SPOT THAT ASKED YOUNG WOMEN TO BOLDLY BREAK PERIOD-TABOOS BY TOUCHING THE PICKLE. THIS PROVOCATIVE MESSAGE GOT THE NATION’S ATTENTION. BOLLYWOOD-CELEBRITIES AND REAL-LIFE WOMEN ACHIEVERS STEPPED FORWARD TO SPREAD THE MESSAGE. CNN-IBN, A LEADING NEWS-CHANNEL HOSTED A SHOW CALLED #LETSTALKPERIOD. RADIO-JOCKEYS ACROSS MAJOR CITIES CONDUCTED LIVE DEBATES AND Q&A SESSIONS. ADITI GUPTA, FOUNDER MENSTRUPEDIA, TOOK TO THE TED TALKS STAGE. COMEDIANS AND WOMEN FROM DIFFERENT WALKS OF LIFE CREATED COMPELLING CONTENT TO INSPIRE YOUNG WOMEN AND FUEL CONVERSATIONS AND DEBATE ON SOCIAL MEDIA.
  • THE RESULT :
    THE CAMPAIGN GOT THE ATTENTION OF AND ENGAGED WITH YOUNG URBAN WOMEN: • THE CAMPAIGN ACHIEVED 73% UNAIDED RECALL. • IT GENERATED FREE-MEDIA WORTH USD 6.1 MILLION. •OVER 2.9 MILLION WOMEN PARTICIPATED AND PLEDGED TO ‘TOUCH THE PICKLE’. • OVER 1.9 MILLION VIEWS ON YOUTUBE FOR THE ‘TOUCH THE PICKLE’ VIDEO. •FACEBOOK ENGAGEMENT RATE WAS 959 INDEX. • WHISPER’S SHARE OF VOICE GREW FROM 21.0% TO 91.2%.