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Whisper - Touch The Pickle

Award: Wood Pencil

Wood Pencil / Integrated & Innovative Media / Integrated - Large Business (over 500 employees) / 2016

In India, nobody talks about period. It’s treated like a bad word. What’s worse? As soon as they hit puberty girls are introduced to many different ‘don’t’s’–don’t worship, don’t enter the kitchen and the most ridiculous one, don’t touch the pickle. Because menstruating women are considered impure and it is believed that if they touch it, the pickle will rot. Whisper, the brand that stands for making women 'unstoppable’ decided that it was time to bust these myths. And so we launched, “Whisper – Touch The Pickle” – as a metaphor to break free from all period related taboos.

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