Whisper: Touch the pickle

The case study looks at how Whisper, one of India's leading brands of sanitary pads, created 'Touch The Pickle', a social movement that took on the culture of shame propagated through archaic attitudes towards menstruation that made it a taboo subject. 

Whisper: Touch the pickle

Rajat Mendhi and Manisha Sain

Campaign details

Brand owner: WhisperLeading agency: BBDO India Contributing agency: Madison PR, Quasar Media, MediaCom and EncompassCountry: IndiaIndustry: Toiletries and cosmeticsMedia channels: Content marketing; Earned media, buzz; Events and experiential; Internet - microsites; Newspapers; Social media; Television; Word of mouth, advocacy 

Market background and cultural context

Unlike their mothers, young urban women in India are leading more active lives. They are joining the workforce in growing numbers, taking up unconventional jobs, and actively pursuing their passions. Their active lifestyle outside their...

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