When was Whisper launched in India?

1. When was Whisper launched in India? Whisper was introduced in India in 1989 by Procter & Gamble. It marked a bold entry into a market where menstrual hygiene was a taboo topic.

Who owns the Whisper brand?

Whisper was introduced in India in 1989 by Procter & Gamble. It marked a bold entry into a market where menstrual hygiene was a taboo topic.

How did Whisper help break the menstrual taboo in India?

Whisper aired some of the first ads to openly mention "periods" and show sanitary pads on Indian television, sparking conversations around menstrual hygiene.

What is Whisper’s school program about?

Whisper runs a menstrual hygiene education program in schools across India, aiming to educate millions of girls about periods and promote hygienic practices.

What was the 'Touch the Pickle' campaign?

‘Touch the Pickle’ was a 2014 campaign challenging period-related taboos and encouraging women to defy superstitions. It won India’s first Glass Lion at Cannes.

What impact has Whisper had on India’s pad market?

Whisper holds over 50% of the market share and has been a driving force in expanding awareness and accessibility of sanitary products in India.

Whisper: From Breaking Taboos to Building Empowerment

The Origin of Whisper: Changing the Conversation Around Periods

Launched in India by Procter & Gamble (P&G) in 1989, Whisper entered a realm where menstruation was yet taboo, always talked about in whispers. On a mission to not only provide sanitary napkins but to educate and empower, Whisper changed the approach of women towards their periods. From starting school-level awareness initiatives to initiating ad campaigns breaking the silence and shame, Whisper turned into a product no more; it turned into a movement.

Whisper's marketing approach in the 1990s and early 2000s was groundbreaking for its time, featuring confident, smiling women who were not ashamed of using the product. These early ads helped shift the narrative from shame to strength, paving the way for more open conversations about menstrual hygiene in Indian households.

Breaking Barriers: Campaigns That Changed the Menstrual Narrative

Whisper has led the way in challenging and ending the taboo on menstrual hygiene in India. It has become a symbol of empowerment and forwardness since it was launched and has been changing the country's perception about periods. Let's discuss some of the highlight campaigns and initiatives done by Whisper over the years.

1. Whisper's Pathbreaking TV Commercials: Taking a Bold Move in 1993

When Whisper initially came out in 1989, the concept of freely discussing periods or even depicting sanitary pads on TV was unimaginable in India. But Whisper shattered this taboo in 1993 when it became the first brand to depict a sanitary pad in an ad. They also created history by using the word "periods" in the advertisement, something that had never been attempted before. The campaign employed actress Renuka Sahane, who relived her own experience of countering the hassles of menstruation and ending up at the doorstep of Whisper. This was the first step towards making period talk a norm.

2. Keep Girls in School: Combatting Period Poverty

In India, the single biggest stumbling block preventing young girls from continuing their studies is menstruation. Statistics indicate that 1 out of every 5 girls withdraws from school after puberty, purely because they do not know how to deal with their periods. Whisper's "Keep Girls in School" initiative sets out to address this problem squarely. The program concentrates on teaching girls about menstrual hygiene and not making them leave school due to their periods. Whisper has also collaborated with UNESCO to affect 18 million girls by including menstrual hygiene management (MHM) in school curricula all over India.

3. Breaking the Stigma: Bringing Pads Out of the Closet in Stores

Whisper's work to break the stigma of sanitary pads did not end with education. In a nation where sanitary pads were usually concealed in black plastic bags, Whisper brought them out into the open. Whisper revolutionised by putting its products center stage in shopping spaces so that women could buy them without the shame that they would usually feel while concealing their purchase. This did away with stigmatising the purchase of menstrual products and guaranteed that women had access to them without hindrance.

4. Touch the Pickle: Defying Superstitions

One of Whisper's most revolutionary campaigns was the "Touch the Pickle" campaign, which sought to tackle the superstitions and myths regarding menstruation. A majority of women in India have been informed that they cannot touch some things, such as religious icons or pickles, during their period. Whisper used this campaign to ignite a nationwide debate and call upon women to shatter these centuries-old taboos. The campaign's success was evident; it brought India its first Grand Prix at the Cannes Lions Festival in 2015 and empowered millions of women to voice opposition to these outdated beliefs.

5. School Education Program: Creating Awareness Among Adolescent Girls

Awareness about menstruation has been the focus area for Whisper since its inception. As a part of its commitment to educating young girls, Whisper introduced its school education program, which runs today. This education program aims to educate young girls about menstruation and the importance of using hygienic practices during their periods. The program educates more than 60 lakh girls every year, making them aware of and accepting of their periods without shame. This campaign also has a significant role in lowering the dropout rates of girls after they start menstruating.

6. Period of Pride: Period Normalisation

Whisper collaborated with Network 18 for its "Period of Pride" initiative, whose purpose was to make period talks common and normalise the discussion on periods and integrate menstrual education as a part of mainstream conversation. By doing this campaign, Whisper collected signatures for the petition that called on the Indian government to incorporate menstrual hygiene in the school curriculum nationwide. The campaign helped promote the cause of menstrual health education and achieve national backing for the incorporation of the essential subject in schools.

Whisper’s Celebrity Collaboration That Sparked Change

Whisper has always understood the power of celebrity endorsements in driving change, especially when it comes to breaking taboos. By collaborating with well-known actresses like Kriti Sanon, Parineeti Chopra, and Sonakshi Sinha, the brand brought menstrual hygiene into mainstream conversations. Kriti Sanon lent her charm and accessibility to campaigns launching next-generation period care products, resonating well with younger consumers. Parineeti Chopra surfaced during launches advocating comfort and safety, contributing to a positive storyline around sanitary product usage. Sonakshi Sinha's brand association brought with it boldness and visibility to new product ranges, making the campaigns more effective. Their participation in brand events and ads not only advocated new products but also helped popularize period conversations, gently challenging stigma with each outing.

Ananya Pandey x Wishper

With her down-to-earth appeal and strong affinity with India's Gen Z crowd, Ananya Panday was the chosen face of Whisper's new campaign, looking to make period talks mainstream and reiterate the need to make the right menstrual product choices. The advertisement wasn't merely a product announcement, it was a declaration of empowerment. With candid interviews and appearances at events, Ananya shared her own menstrual hygiene experience, focusing on comfort, confidence, and the value of young girls being heard and understood. Her endorsement brought the brand to a newer, younger audience, making period conversation slightly less uncomfortable and so much more empowering.

Shreya Ghoshal and Sunidhi Chauhan x Wishper

In one of its most endearing and effective campaigns, Whisper hired the services of two of India's favorite voices, Shreya Ghoshal and Sunidhi Chauhan. The concept was simple but powerful: employ the universal language of music to initiate period conversations. In a school full of curious kids, the two singers took everyone by surprise by singing a special song that talked openly and positively about menstruation. The kids were entranced, and what ensued was not only applause but also a valuable dialogue.

This campaign was never merely about celebrity endorsement, it was about normalizing menstrual health in everyday discussions from an early age. By associating with icons such as Shreya and Sunidhi, Whisper was able to make the subject seem less off-limits and more relatable. It demonstrated that even a little tune, when presented with warmth and sincerity, could overcome stigma and have a lasting impression.

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A New Era of Connection: Whisper's Influencer-Driven Movement

Apart from conventional celebrity endorsements, the brand tapped into the strength of influencer advertising to engage in authentic, real-world discussions on menstrual hygiene. Aware of the reach of online creators, Whisper partnered with a diverse array of content creators, particularly yoga, wellness, and fitness influencers, whose audiences strongly identify with health-conscious lifestyles.

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To make their Whisper Ultra pad launch more interactive and open, the company invited popular creators such as Vagmita Singh, Aastha Shah, Nejma, Jhanvi Bhatia, and several others to special launch parties. These influencers not only joined the launch but also participated in live product testing and entertaining experiments meant to determine the pad's absorbency, comfort, and performance.

By putting the product to the test in front of a live audience, the campaign helped drive trust and relatability. These authentic collaborations allowed Whisper to reach young women across platforms like Instagram and YouTube, blending education with storytelling and driving home one simple message: period care should be powerful, comfortable, and stigma-free.

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Whisper's Fresh Take on Periods

Whisper has always been bold about periods. But now, as people talk more openly about menstruation, the brand is changing its tone too. It’s taking a fun, Gen Z-friendly path that feels light, honest, and supportive. Here's how:

1. Using Memes and Relatable Content:
Whisper now connects with young audiences through funny and relatable meme posts, especially using cats, period moods, and those awkward PMS moments. It feels like talking to your best friend who just gets it.

2. Adding Fun with Colors and Sketches:
The brand’s recent campaigns are full of bright colors, cute sketch-style illustrations, and quirky animations. They create a safe, light-hearted space where periods don’t feel scary or shameful.

3. Introducing Period-Relief Audio Tracks:
Whisper even went a step ahead by creating soothing audio tracks designed to ease period cramps and mood swings. It’s a small but thoughtful way to care for girls beyond just products.

4. Talking About the Real Stuff:
They’re not shying away from real period issues anymore, like blood clots, vaginal discharge, PMS mood swings, and bloating. Their content educates while keeping it easy to understand and free of judgment.

5. Creating a Girl’s-Girl Vibe:
Whisper's messaging now feels like that one supportive friend who says, “It’s fine, we’ve all been there.” Whether it’s through reels, comics, or influencer collabs, they build a community that feels safe, confident, and seen.

Whisper has never been content to simply be a product, it's been a voice, a movement, and a quiet revolution that keeps growing louder. Even now, the brand continues to break boundaries, be it with their Online Shaala program taking period education to rural girls throughout the nation, or with gutsy ad decisions like substituting the old blue liquid with something closer to red. These gestures aren't mere symbolism; they illustrate how Whisper continues to push against old-school norms and make periods a natural part of day-to-day discussions. From being the first to talk openly about periods on TV to still leading important conversations in 2025, Whisper proves that when a brand stands for something bigger, it stays relevant, respected, and revolutionary.

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