Ad Strat: Whisper of possibility

26 Mar,2012

KV Sridhar, NCD, Leo Burnett

 

1. Name of the Campaign/Ad:

“Whisper Hai, Possible Hai”

 

2. The Brief:

Whisper was seeking to drive a stronger emotional connect with their consumers.

 

3. Research insight:

Whisper is irreplaceable to an entire generation of girls, and has enabled them to be unstoppable in their day to day lives.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=l7daDKeG-tM[/youtube]

4. The thought process behind the creative:

While period communication has its own language (typically problem – solution), we were trying to show how the period experience differs for Whisper users who live confident and active lives. Therefore it seemed appropriate to find charming everyday moments and juxtaposing them… sometimes with humour (comparing window-shopping to shortlisting prospective grooms)… and sometimes with the “can do” spirit of today’s youth. We also wanted to leverage a brand ambassador who had risen to success with hard work and perseverance, and so chose Saina the badminton superstar who, like a crore of Indian girls, also counts on Whisper on the days that count.

 

5. Media vehicles chosen:

Television

 

6. Key issues kept in mind while executing the ad:

Keep it real, relatable and humble. Make it reflect the inner voice of the Whisper girl.

 

7. Does the treatment do justice to the brief?:

We used the narrative format of vignettes to connect with the girl across the country… North/South/East and West. As well as stayed true to the language we hear the Indian girl speak.

 

8. What is the differentiating factor about the ad:

The brand has a long-standing heritage in this country… A heritage of understanding and connecting with the Indian girl for the last 23 years. As well as a heritage of superior protection, which in its current avatar translated as 1 second absorbency.

 

9. Market and client feedback:

The client was very happy with the campaign, which qualified strongly, resulting in compelling in-market results and one of the highest historical value share reads on the brand.

 

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One response to “Ad Strat: Whisper of possibility”

  1. Sujitjagat 121 says:

    who was the girl in green t shirt in gym

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