{"id":2320,"date":"2021-07-12T18:36:32","date_gmt":"2021-07-12T13:06:32","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2320"},"modified":"2021-07-12T18:36:33","modified_gmt":"2021-07-12T13:06:33","slug":"whisper-touch-the-pickle","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/12\/whisper-touch-the-pickle\/","title":{"rendered":"Iconic Ads: Whisper &#8211; Touch the Pickle"},"content":{"rendered":"\n<p>Menstruation was spoken about in hushed tones in 2014. Procter &amp; Gamble&#8217;s sanitary napkin brand Whisper surveyed men and women in 10 cities. Before which they had conducted a pilot study with key opinion leaders, anthropologists and social psychologists to understand the reason behind menstruation-related taboos.<\/p>\n\n\n\n<p>The results of the survey were shocking, especially among the women, ages between 13 to 49, in major Indian cities. A shocking 50% of urban Indian women still went by age-old beliefs like 65% washed their hair after the fourth day of menses, 54% did not water plants during periods &amp; 59% did not touch pickle jars. <\/p>\n\n\n\n<p>There were also regional taboos, for example, in the West, women did not share a room with their husband or touch a masala box. A whopping 80% of women &amp; men in the east wrapped the sanitary napkins in a newspaper while purchasing them. Men felt more embarrassed buying a sanitary napkin over condoms.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/touch-the-pickle.jpeg\" alt=\"\" class=\"wp-image-2321\" width=\"353\" height=\"235\"\/><\/figure><\/div>\n\n\n\n<p>Coincidentally, Whisper&#8217;s brand purpose is to advocate for and empower women to reach their fullest potential. The brief reached BBDO headed by Josy Paul. It was a revelation for Josy when he chatted up with his teammates. The lady team members were asked to narrate experiences &amp; tales related to \u2018period\u2019 taboos. It surprised him, even though he had grown up with sisters, that taboos were still prevalent even in educated people.<\/p>\n\n\n\n<p>BBDO felt that \u2018Touch the pickle\u2019 would be a great way to brand the campaign. A metaphor- attention-seeking and intriguing.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Iconic Ads - Touch the Pickle  Whisper Sanitary Napkins\" width=\"768\" height=\"432\" src=\"https:\/\/www.youtube.com\/embed\/F66i1zpCLow?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>It was an integrated campaign targeted at the evolved women. Influencers like RJs, film stars, medical professionals, experts were used in this campaign.<\/p>\n\n\n\n<p>The films were directed by Shimit Amin (Chak De) and the creative team led by Rajdeepak Das were Vivek Unnikrishnan &amp; Malvika Srivastava<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whisper&#8217;s brand purpose is to advocate for &#038; empower women to reach their fullest. This campaign was to rise against menstruation related taboos. <\/p>\n","protected":false},"author":1,"featured_media":2322,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[39,329,330,737,736,735],"class_list":["post-2320","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising","tag-bbdo","tag-josy-paul","tag-shimit-amin","tag-touch-the-pickle","tag-whisper"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Whisper - Touch the Pickle Point of View<\/title>\n<meta name=\"description\" content=\"Whisper&#039;s brand purpose is to advocate for &amp; empower women to reach their fullest. 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This campaign was to rise against menstruation related taboos.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/12\/whisper-touch-the-pickle\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-12T13:06:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-12T13:06:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Sanitary_Pads_Banner_Tb_2x-1024x750.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"750\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/12\\\/whisper-touch-the-pickle\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/12\\\/whisper-touch-the-pickle\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Whisper &#8211; Touch the Pickle\",\"datePublished\":\"2021-07-12T13:06:32+00:00\",\"dateModified\":\"2021-07-12T13:06:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/12\\\/whisper-touch-the-pickle\\\/\"},\"wordCount\":301,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/12\\\/whisper-touch-the-pickle\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/Sanitary_Pads_Banner_Tb_2x.png\",\"keywords\":[\"advertising\",\"BBDO\",\"josy paul\",\"shimit amin\",\"touch the pickle\",\"Whisper\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/12\\\/whisper-touch-the-pickle\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/12\\\/whisper-touch-the-pickle\\\/\",\"url\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/12\\\/whisper-touch-the-pickle\\\/\",\"name\":\"Iconic Ads: Whisper - Touch the Pickle Point of View\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/12\\\/whisper-touch-the-pickle\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/12\\\/whisper-touch-the-pickle\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/Sanitary_Pads_Banner_Tb_2x.png\",\"datePublished\":\"2021-07-12T13:06:32+00:00\",\"dateModified\":\"2021-07-12T13:06:33+00:00\",\"description\":\"Whisper's brand purpose is to advocate for & empower women to reach their fullest. 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