A campaign for Procter & Gamble's sanitary protection brand Whisper from India has won the inaugural Glass Lion Grand Prix at Cannes, in the Festival's new gender-equality category.
In India, menstruation is treated like a shameful curse, and women are discouraged from pursuing normal daily activities during their periods, including touching the jar of pickles found in the kitchen of most Indian homes, because the pickles will supposedly rot. The ground-breaking film by the Mumbai office of BBDO India for Procter & Gamble's Whisper encourages women to defy tradition and taboos by touching the pickle jar. An active teenage girl courageously touches a pickle jar and proclaims "I touched the pickle jar" as other women applaud. A voiceover urges: "Girls, let's make the taboos go away and touch the pickle jar."
The campaign went viral as more than 2.9 million women pledged to "touch the pickle jar" and Whisper's share of voice grew from 21% to 91% in its category. It created a conversation in India that ranged from a TedX Bangalore talk to the endorsement of a leading Bollywood actress.
Read more about the campaign over at AdAge.com.