‘Touch the Pickle’ was how P&G’s Whisper took a stand against menstruation related taboos which are a part of Indian culture. It began with a P&G-IPSOS survey, which concluded that a shocking 50% of urban Indian women still behave in ways prescribed by age-old beliefs.
It was a massive campaign supported by an award-winning TVCs and online contests on multiple platforms. The response to the campaign was overwhelming with 2.9 million women participating online on various social media platforms.
BigCity handled the procurement, partnership and prizes for the online contests on Facebook and Twitter, to power the social media engagement and make it exciting for the participants. There were various activities on Facebook and Twitter where girls were encouraged to share the period taboos they have broken and inspire the world. Taking part in each of these activities, accrued points. Participants with highest points won the contest. Rewards like Flipkart shopping vouchers worth Rs. 10,000 and VLCC spa vouchers were up for grabs.