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Executive Summary In 2019, Procter & Gamble's feminine hygiene brand Whisper (marketed as Always in Western markets) launched the "Touch the Pickle" campaign in India, directly confronting a widespread cultural taboo that restricts menstruating women from touching pickles and entering kitchens. The campaign represented a strategic shift in menstrual hygiene marketing in India, moving from product-feature communication to cultural advocacy. This case examines the campaign's ap

Executive Summary Whisper Ultra represents a product line within Procter & Gamble's (P&G) feminine hygiene portfolio in India, operating within a market characterized by deep-rooted cultural taboos surrounding menstruation. Whisper, P&G's sanitary napkin brand in India (known as Always in most other markets), has been present in the Indian market since 1989, according to P&G's corporate communications. The brand's evolution, particularly through product innovations like Whisp