Whisper India: The missing chapter

Indian feminine hygiene brand Whisper ran the #KeepGirlsInSchool (KGIS) campaign to address how menstruation affected girls’ education and drive awareness, penetration and purchase of its products.

The marketing objective

Whisper began the journey to normalize menstruation in India more than 25 years ago; then the number of women using hygienic sanitary protection was less than 1 crore. Today, this number continues to grow. This is testament that more girls and women are moving towards increasingly hygienic products.

However, this change has not been as natural as you might think.

The conversations on periods, were a huge challenge then which seem very upfront now. This change has taken shape because of the wide- ranging efforts behind normalizing periods. While as the market leader, Whisper has been at...

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