•Background- Whisper Ultra is a product that is widely used by urban women in India. Its unique thin feature has been well adopted by many metro women. However there are women(mostly rural) who still stick to bulky sanitary napkins and are apprehensive to switch to something as thin as Whisper Ultra, merely due to its light appearance. The objective was to make these women aware of the advanced thin technology that has now  touched upon their personal hygiene product and to break their myth that bulky pads mean better protection.

•Solution- P&G targeted the audience in Bengal and in the South by releasing magazine ads in their vernacular languages(Bengali and Telugu).The concept revolved around the idea “Thin is in” and several renditions of the same were worked out.

•Result- The ads got the attention of women in the targeted regions by communicating in their regional languages which otherwise would have gone unnoticed. Thereby encouraging them to get packs of Whisper Ultra for trial, as a step forward towards  changing from their regular sanitary napkins to advanced thin ones.

Magazine Ad