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Agency: Leo Burnett
My duties included:
Copywriting, Scriptwriting, Concept Ideation & Visualization, Content Planning
Design, Account Management, Direction, Video Editing & Influencer Management teams
A SELECTION OF MY FAVOURITE CAMPAIGNS:
TU KHUL KE KHEL
Menstruation has always been considered a taboo in India. It is reported that 1 in 2 girls quit sports because of the lack of knowledge and awareness around periods. As a brand, Whisper wanted to destigmatize periods and educate the audiences from Tier 2 & 3 cities.
What we did:
We went for an influencer-driven campaign starring Mary Kom, the first Indian female boxer to win a gold medal in any Commonwealth Games. The campaign was designed to encourage young girls to play freely ("tu khul ke khel") and not let their periods stop them living their dream.
Over 1200 UGC entries of young girls playing their favourite sport without hesitation
Organic coverage on media portals like ScoopWhoop.
We used Whisper's Instagram page to educate the audience about intimate hygiene and menstruation.
What we did:
From busting myths to period 101 posts, we simplified menstruation and offered the platform as a safe space for the audience to share their experiences.
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