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...