Whisper: Sit Improper

Sohini Das, Aparajita Deshpande

Whisper, a feminine hygiene brand, used a campaign that challenged society's expectations of women to connect with young women in India.

Campaign details

Brand: WhisperBrand owner: Procter & GambleLead agency: Leo Burnett IndiaCountry: IndiaIndustries: Feminine hygieneMedia channels: Online video, Social media, Word of mouth, advocacy

Executive summary

Urban India was in the middle of a 'period' evolution, led by Whisper. Period-related conversations were finding their place on social media if not in drawing rooms. Young girls in the 18-21 age group, who were the most vocal and active on social media, were also becoming active buyers of pads. After becoming the brand of choice for urban working women, Whisper wanted...

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