We launched ‘Girl Dosti magic’, a platform for girls to celebrate their sisterhood.In a an unusual category strategy, we only used mediums that were consumed by the target audience ‘discreetly’. The lead medium for Whisper was FM radio, which girls were hooked onto via their mobile phones.

In 19 cities, girls were invited to share how their girl ‘dosti’ helped them surpass difficult situations and to write in one ‘sisterhood’ wish, which, if selected, would be fulfilled by Whisper.

On radio, female DJs shared their sisterhood stories and encouraged call ins for the girl’s ‘Girl Dosti Magic Moment’.Youth supplements on dailies were used and women’s magazines carried ‘girl dosti’ stories from readers.Unique and discreet branding spaces, like women’s washrooms in malls and women’s trial rooms in stores were used.On select niche channels on television, we aired vignettes on women and youth channels showcasing popular influencers who have strong sisterhoods that (along with Whisper) have been their support system.

•Spontaneous awareness of the Ultra variant shot up to 70% among girls exposed to the Girl Dosti campaign, over twice as much as among girls who were not aware of the campaign.•Purchase intent (PI) rose by 40% among girls who heard about the campaign•And key equity scores (keeps me feeling clean and dry, is for girls like me) showed a 20% jump!•Most importantly, girls got a chance to learn about Whisper Ultra and all its benefits through mediums that they were comfortable with and went on to recommend it to all their friends (WOM increased by 21%)