Whisper Girl Dosti Magic

Archana Ram, Kiran Yerramalli, Nikhita Arora, Anupama Biswas and Natasha Kapoor

Sanitary napkins are a taboo in the conservative Indian socio-cultural context. Despite this, brands in the sector still used television as their primary communication platform, even though young women were known to actively avoid such ads.

Whisper Girl Dosti Magic

Archana Ram, Kiran Yerramalli, Nikhita Arora, Anupama Biswas and Natasha Kapoor

Campaign details

Brand owner: Procter & GambleAgency: MediaCom IndiaBrand: WhisperCountry: IndiaChannels used: Cinema, Newspapers, Outdoor, out-of-home, Print - general, unspecified, Radio, Television

Executive summary

Sanitary napkins are a taboo in the conservative Indian socio-cultural context, but the category was using the most public and family-oriented medium, namely television as its primary communication platform. Through primary and secondary consumer research, Whisper realised the need to reach out to young women via more personal and discreet media.

This...

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