Why Whisper?

Introducing the country to the modern-day pad, learning about our psyche and then busting those myths and stereotypes, Whisper has been pivotal in starting an open dialogue in the menstrual hygiene space.

- Team BrandSutra

Contrary to its name, Whisper has never been hush-hush about the subject of menstruation. Since entering the Indian market in 1989, the brand has been at the forefront of normalising conversations around periods, challenging deeply ingrained taboos and empowering women through impactful campaigns and innovative products.

Girish Kalyanaraman, Vice President and Category Head of Feminine Care at Procter & Gamble India, tells us. By being the first to showcase sanitary pads on television and openly addressing the subject of menstruation, Whisper has revolutionized how Indian society approaches menstrual hygiene.

Pioneering Campaigns

When Whisper launched its first Indian television commercial in 1989, featuring actress Renuka Shahane, it marked a monumental shift in attitudes. At a time when even mentioning the word "period" was considered taboo, the campaign brought menstrual hygiene into mainstream media. The ad not only educated women about sanitary pads but also initiated a cultural conversation about menstrual health.

Over the decades, the brand has become synonymous with campaigns that challenge stereotypes and societal restrictions. The 'Touch the Pickle' campaign in 2015 directly addressed myths surrounding menstruation and encouraged women to challenge regressive norms. The campaign received global acclaim, including a Cannes Glass Lion Grand Prix, for its bold and impactful message.

Similarly, the 2017 'Sit Improper' campaign urged women to reject conformist stereotypes and embrace their individuality, portraying menstruation as a natural and empowering aspect of life. Such initiatives have redefined the narrative around menstrual health, shifting it from one of secrecy and shame to one of empowerment and normalization.