Whisper Touch The Pickle
Whisper’s Touch The Pickle campaign, developed by P&G India and BBDO India, has won the Glass Lion Grand Prix at Cannes International Festival of Creativity. The Glass Lion category recognizes work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising. The Touch The Pickle campaign was designed as a way of tackling unhelpful taboos related to menstruation commonly found in India. As soon as girls enter puberty in India, they’re introduced to different taboos related to menstruation: “Don’t worship”, “Don’t enter the kitchen”, and “Don’t touch the pickle”. THere’s a belief that if women touch the pickle jar, the pickles will rot. P&G’s integrated movement encouraged women, young and old, to talk openly about menstruation, and defy taboos. Stand up comedians took up the challenge. Film star Parineeti Chopra became the face of the campaign.
It’s not an ad. It’s an integrated movement” is how Josy Paul, chief creative officer at BBDO India, described Procter and Gamble Co.
“The Whisper ‘Touch the Pickle’ movement was conceived when we realized that a majority of Indian women were following irrelevant period taboos that restricted them from achieving their dreams. With superior quality sanitary protection like Whisper, we believe women should not feel restricted on their period days. Women across India overwhelmingly responded to our campaign with their own stories of breaking taboos. Their personal tales of achievement and an overall movement to be unstoppable resulted in our consumers rewarding us by choosing Whisper,” said a P&G spokesperson in an emailed response.
Aditi Gupta and Tuhin Paul are a Husband-Wife Designer Duo. Tuhin is an animator and visual communication designer while Aditi is a user-experience designer. Through their initiative Menstrupedia they spread awareness about menstruation the fun way. Menstrupedia is a small but definitive step to shatter the myths and misunderstanding surrounding menstruation for ages. Together they dream of a future where menstruation is not a taboo but a welcoming change in a girl’s life.
The Whisper Touch The Pickle campaign was developed at BBDO India, Mumbai, by chief creative officer Josy Paul, CEO Ajai Jhala, executive creative director Rajdeepak Das, senior creative head/copywriter Hemant Shringy, head of art Sandeep Sawant, creative director Balakrishna Gajelli, copywriter Vivek Unnikrishnan, art director Malvika Srivastava, account executive Rahul Chandwani.
Filming was produced at Red Ice Films by director Shimit Amin, director of photography Rubais, creative producer Gary Grewal, executive producer Hemang Chheda, 1st AD Lakshmipriya Devi, DA Nisrin Aziz, assistant directors Deepanshu Malik and Junaid Khan, line producer Arpan Fernandes, production manager Mohit Shah, costume designers Vineet & Falguni, HMU Shonali Periera, production designer Priya Alhuwalia, with music by Micu.