Name Abhilasha Mukherjee

Div_Rollno B_4
PRN 20020441007

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1. India - Whisper #KeepGirlsinSchool.

Always goes by the name whisper in India.

In 2021, Whisper India came together with UNESCO in a partnership to raise awareness and educate
girls on Menstrual Hygiene Management under its flagship programme #KeepGirlsInSchool. Whisper
didn’t fail to notice how India is committing to women empowerment and destroying taboos against
Menstruation. According to the company, the advertisement brings to light the fact that 1 in 5 girls
are dropping out of school each year and we don’t even notice. To bridge this gap, Whisper reinforced
its pledge to double the impact of their existing menstrual hygiene education program by reaching 5
crore girls by 2022. YES I think the brand was successful in understanding India’s culture and
advertising their product.

2. Turkey - Orkid - Uncover the Shame

Always goes by the name orkid in Turkey.

In Turkey, sanitary pad brand Orkid, launched a daring video ad and framed it as a campaign fighting
femicide and social taboos associated with periods. The ad touched on key challenges women face in
Turkey, such as low employment and political representation, gender-based violence and insufficient
literacy rates. The video won an award for its creativity at the 26th Golden Drum International
Creativity Festival in Slovenia in October 2019. It then started circulating on Turkish social media,
including via the company's Twitter account.

Yet the video proved so divisive the company had to issue an apology and remove it as some perceived
it as an attack on Turkey's reputation abroad as, it immediately launched a heated debate dividing
people on the interpretation of the message. While some embrace and support it, others experience
strongly negative reactions, reading it as a “humiliation to Turkey” and calling for a boycott of the
brand. YES I think the brand was successful in understanding Turkey’s culture and advertising their
product, even if there was some amount of resistance from the prople.

3. USA- Always #LikeAGirl Campaign Ad

Always featured ‘Like a Girl’ video as their marketing moment, a campaign that has been widely
celebrated for breaking stereotypes and empowering women. Initially launched in June 2014, the P&G
brand unveiled a three-minute video that features men and women who are asked to do things “like
a girl.” The Advertisement shows viewers that “like a girl” is often taken as insult. The ad prompted
Always to ask: When did doing something “like a girl” become an insult?

A shorter version of the ad ran during Super Bowl 49 and quickly became one of the most talked-about
commercials last year, so YES I think the brand was successful in understanding USA’s culture and
advertising their product The day after last year’s Super Bowl, Huffington Post proclaimed that the
ad “won kudos all over the Internet for changing the conversation about what it means to run, throw
and do pretty much any activity ‘like a girl.’”

4. My advertisement idea
Country - India ; Product - Sanitary pad

A father decides to take his daughter to a mart to buy her a birthday present. He suggests a doll and
a synthesizer. The daughter responds with a very innocent smile and reminds her father that she is
13 now and doesn't play with dolls anymore. He picks up a teddy bear because who doesn’t love a
soft toy and finds his daughter in the hygiene section. She picks up a Sanitary pad and her father
looks at her proudly and nods. The voice over goes, “You don’t realise when the kids grow up. You
should also act like an adult and embrace them. Help them maintain safe hygiene and stay healthy.

5. A country where the same advertisement can work – Italy

6. Different country to differentiate my advertisement- Denmark ; I would keep the same ad
but make an addition. I would show eco friendly packaging at the end of the ad to ensure
more consumers of my product as Denmark is the most environmentally friendly country in
the world with an EPI score of 82.5.