Features Saturday, June 27, 2015 - 05:30
Image source: Screenshot The issue of menstruation in India is a dicey one. There are myths, beliefs, superstitions and everything in between. Add to it the unavailability of proper sanitation for a major chunk of the population, and what is a natural process, is treated like taboo. Some women don’t enter religious places during their period days, while some don’t cook or water plants. The beliefs are rooted in the notion that a menstruating woman is impure and her touch can spoil anything that comes in contact with her. There is also the rather absurd belief that menstruating women should not touch a pickle jar, for she can contaminate it as well. Last year, Procter and Gamble (P&G) came up with a campaign, for Whisper sanitary napkin, called "Touch the Pickle". It urged women to break the taboo surrounding menstruation and encouraged them to achieve their dreams. It was praised for being more than just another product commercial, and seemed to have touched many chords for the way it dealt with the issue. The campaign for Whisper by BBDO India has now won a Grand Prix in the Glass Lions category this year at the Cannes Lions 2015 for addressing the issue of gender inequality. With a dose of humour, the ad said "Let's touch a bottle of pickle", and it sure seems to have worked some magic.  Video of 5s8SD83ILJY    

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