Menstruation, much to our surprise and delight, has today gained centre stage in many of our discussions. Part of this can be attributed to the rising awareness through various mediums, specially the much talked about Bollywood film Padman. This seems the apt time for marketers to gain advantage of the momentum and P&G’s Whisper is striking the metal while it’s hot.
Whisper India’s new all-digital campaign #BreakTheSilence is all about breaking the taboos and stigmas surrounding periods. The campaign, designed by Leo Burnett India, was flagged off by a video ad released on all social media platforms which included Facebook, Twitter, and Youtube among others. The ad talks about the experience of girls’ first period stories and the turmoil they had to go through. It features a self-made Whisper anthem to the tunes of “Mann Mei Hai Vishwas” with lyrics reiterating the advantages of using a Whisper pad over items like cloth. The video is powerful and shows that no girl is standing alone in the fight against period struggles.
Apart from this, stand-up comic Mallika Dua has been taking an active part in the campaign by sharing, via her social media handles, various contests and posts that urge girls to come forward and tell their story. Whisper has always been vocal about women’s issues, especially period stigmas. Their campaign #TouchThePickle was a landmark in their advertising supporting the demolition of menstruation taboos. They have tried to carry forward the same legacy, this time with digital. We hope it charts out the same course and not only helps in popularizing the brand, but also succeeds in making people aware about this noble cause.
This Campaign is related to:
Sanitary Napkin, Taboo, Digital campaign, Menstrual, Padman, Women Empowerment, Women Rights, Advertising campaign, Digital Film, Break The Silence, Whisper, Mallika Dua, #TouchThePickle, Leo Burnett, P&G