Whisper: Touch the pickle

This case study explains how Whisper, a feminine hygiene brand, increased its brand relevance and sales by empowering Indian women to overcome taboos around period.

Whisper: Touch the pickle

Rajat Mendhi

Campaign details

Brand owner: Procter & Gamble IndiaLead agency: BBDO IndiaContributing agency: Madison PR, MediaCom, Quasar Media and EncompassBrand: WhisperCountry: IndiaIndustry: Feminine hygiene, Toiletries and cosmetics marketChannels used: Earned media, buzz, Events and experiential, Magazines - consumer, Newspapers, Online video, Print - general, unspecified, Product sampling, Public relations, Radio, Social media, Television, Word of mouth, advocacyMedia budget: Up to 500k

Executive summary

This case study describes how feminine hygiene brand Whisper modernized its image by encouraging Indians to overcome...

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