AWARDS :

FINALIST

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

URL :

https://www.facebook.com/YouGoGirlIndia

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.