Campaign details
Brand: WhisperBrand owner: Procter & GambleLead agency: Leo Burnett IndiaCountry: IndiaIndustries: Feminine hygieneMedia channels: Cinema, Events & experiential, Online video, Product sampling, Word of mouth, advocacy
Executive summary
The sanitary napkin penetration rate in India was at a staggering low of 20%, in a market of 600 million women. While brands had invested huge amounts of marketing money to create awareness of the benefits of sanitary napkins to women, the challenge behind adoption was much larger.
You see, in India, traditional thinking was deeply rooted when it...