If you are social media savvy, you might have already come across the #TouchThePickle campaign. The whole #TouchThePickle hoopla is a Whisper Campaign ; a social initiative to empower urban Indian women to break ancient period taboos and accomplish their goals. The campaign is in line with the core proposition of the product – busting period related taboos that still continue to dominate the Indian society and creating awareness about menstrual hygiene and hygiene products among millions of Indian women.
The campaign was launched by –
- Bollywood Actress Parineeti Chopra
- Ishita Malviya (First professional female Indian surfer )
- Tashi and Nungshi Malick( India’s twin mountaineers to climb Mt Everest ) and
- Captain Preeti Sidhharth Singh (Award winning pilot)
Held at the ITC Parel in Mumbai, the Ishaqzaade girl revealed how shocked she was when she learnt that women were not allowed to touch the pickle during their periods. She said, “Some of these period taboos came as a shock to me especially one of women not touching the pickle”.
Being a blogger, I love it when such campaigns in femcare are amply supported by women achievers and driven by strategic social media plans like the launch of You Go Girl.
Parineeti launched the Whisper Ultra Clean and further elaborated, “Kudos to Whisper for bringing us together and tearing open the newspaper as a symbol of us breaking away from these senseless period taboos and enabling us to be unstoppable ”.
Whisper is a brand that believes in celebrating womanhood. A girl can be delicate but that will not stop her from being strong. Those 5-7 days should never stop anyone from doing what they want to – that’s the whole idea behind the campaign. I am totally in support- Cheers to women power & the engaging influence of digital space!
Xoxo
Ritwika
