Whisper: Sit Improper

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: Whisper Brand owner: Procter & Gamble Lead agency: Leo Burnett India Country: India Industries: Feminine hygiene Media 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 med

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