Whisper: Gives you wings

Aditi Patwardhan and Gaurav Soni

Campaign details

Brand owner: Procter & Gamble
Agency: Leo Burnett (Mumbai)
Brand: Whisper
Country: India
Channels used: Point-of-purchase, in-store media, Television
Media budget: 5 - 10 million

Market background and business objective

Women shining in India…

Hillary Clinton stole the words from right out of our mouths. The past decade could almost be called the decade of women. Women now head many top Indian corporations: Neelam Dhawan (Microsoft India), Naina Lal Kidwai (HSBC) and Chanda Kochhar (ICICI Bank) to name but a few. What better testimony than the Indian Government declaring 2001 to be the 'Year of Women's Empowerment' (or 'Swashakti') and the passing of the Women's Reservation Bill in 2010 ensuring a 33% presence of women in Parliament and the state legislative bodies? As of 2011, the President of India, the Speaker of the Lok Sabha and the Leader of the Opposition in Lok Sabha were all women – a first in India's political history!