Promotions:

The marketing of Whisper as a brand is a phenomenal case of brand building in India. When Whisper was launched in 1989, the initial advertisements were striking ones featuring mother talking about educating the daughter about using sanitary napkins. The reason behind such huge popularity of Whisper is the fact that rather than talking about its own qualities it chose to educate women about the health and hygiene benefits associated with it.

Promoted by the agency Leo Burnett, Whisper is the first Indian brand to come out in the open and use the term ‘period’ publically. The tag line “Have a Happy Period” was a bold move taken by the rand in a country where discussion about menstruation is still a taboo and people seldom talks about it in public.

Whisper as a brand has always adopted the method of focusing on the consumer first rather than its own product. The latest promotion in the tradition is the advertisement “Touch the Pickle” running as #Touchthepickle campaign. It aims to break the social myths and taboos associated with menstruating women.

The #Touchthepickle campaign aims to break the social myths and taboos associated with menstruating women. A TVC is also broadcasted on television and youtube promoting the #Touchthepickle campaign.