An Indian mother wants to give her daughter the choice to live her dreams but does not get sufficient recognition by anyone – be it husband, family or society. By saluting mothers for the choices they have given their daughters, we positioned Whisper Choice as the only brand that understands and recognizes the delicate mother-daughter bond.

Execute a unique bond between the brand, Whisper Choice (a late entrant in the highly competitive mid-priced sanitary napkin segment) and its target audience (daughters via mother) so as to differentiate the brand from competition.

The brand achieved 8.2% market share in the 2nd month of the launch itself; doubled scores on key attributes; nearly tripled purchase intent; indexed 109 on volume share and 105 on value share (source: ORG MARG Retail Audit report). Event achieved 3 times higher rating of the time slot.

As the first step, we invited entries from mothers asking them to write about the choices they would like to give their daughters and then short-listed the winning entries. Thereafter through a televised on-ground event, we got the daughters to felicitate the mothers who sent in the winning short-listed entries. In addition, we also had successful and well-known daughters felicitating their mothers for giving them the right choices to achieve their dreams.

In the male dominated Indian society, sons are given more choices to achieve their dreams than daughters. We therefore decided to leverage the Indian mother’s secret yearning and desire to give choices, that she never had when she was young, to her daughters with the “Whisper Choice Inspiration (Prerna) Awards” – an on-ground televised event that had daughters felicitating mothers for giving them the right choices, which helped them, succeed in their chosen career and achieve their dreams in life.