Whisper: Touch the pickle

This case study relates a campaign from Whisper, one of India's leading sanitary pads, that created a national conversation to take on the culture of shame in the country.

Whisper: Touch the pickle

Objectives

In a fast modernizing, yet deeply traditional country like India nobody talks about periods, let alone sanitary pads. The topic is froth with social and cultural issues.

To skirt the sensitivity around the topic, communication in the feminine-hygiene category has largely been unengaging, with a focus on product features and demos. Here Whisper led the category. This was in large part due to its constant innovations and the superior performance of its products that supported its promise of 'confidence during period days'.

But in 2013 things changed. Whisper's key competitor, Stayfree, broke out of the...

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