50 over 50 -Whisper (LB Mumbai) - Copy 2

HOW WHISPER CAN RIDE THIS TREND

What we propose WB An App which acts like a friend
Whisper Buddy App
WHISPER BUDDY -`Pep me up’ jokes and messages
- Tips on dealing with periods
00:00.0 - Discount on packs
- Partnering with websites to give
DISCOUNTS
she would like during this time

LANGUAGE
CLASSES

BEING
VERSATILE

- Adaptability and Flexibility are the new mantras for success for young DEO
women today

- Not being ready to embrace an opportunity means giving a chance to
someone else who is up for it - be it at work or in their personal lives

They see value in everything that equips them to be ready to embrace all
occasions and be versatile

WHAT SHE SAID...

“I think it’s important to have the correct shoes for every occasion...that’s what
I spend the most on.”

“I keep a set of makeup and basic jewellery in my bag so that I am ready for
a night of partying post work if sudden plans are made.”

“It is a pain to not be waxed, because it means I can’t wear the kind of clothes
I want to wear and have to keep hunting for clothes that cover everything.”

HOW WHISPER CAN RIDE THIS TREND

HELP HER BE
CAREFREE DURING
IMPORTANT OCCASIONS
AND FUNCTIONS IN

HER LIFE

Insight
Women dread attending
a special occation when on their
periods as they can’t wear what
they want and have to

be constantly vigilant
about staining

HOW WHISPER CAN RIDE THIS TREND

What we propose
Whisper on Pinterest

A page that will
encourage being
fashionable even
when on periods

DARE TO WEAR WHITE ON THOSE DAYS AWARDS NIGHT FASHION FESTIVAL FASHION WORRY-FREE FASHION CHECKLIST WORKOUT MUST-HAVES

BEING LANGUAGE
APPRECIATED CLASSES

Being appreciated is a great motivator for our potential consumers and compliments SHAMPOO
and recognition give them the confidence to know that they are on the right path
- be it with their personalities, careers, talents or even in their inter personal relationships

Hence they see value in everything that helps them improve
on their looks, skills and qualifications

WHAT SHE SAID...

“I want people to know my parents by my name and not the
other way around.”

“I used to come 1st or 2nd in all my school tournaments and people recognized
me and gave me compliments. I think that was a major source of pride in my life.”

HOW WHISPER CAN RIDE THIS TREND

PROVIDE ENCOURAGEMENT
AND GUIDANCE

Insight
Young women today constantly want
to be a better version of themselves,

and seek guidance to help them
get started

HOW WHISPER CAN RIDE THIS TREND

What we propose Whisper presents

Whisper Mentorship "Your Day with Experts"
Programme
A unique mentorship programme
An online or on-ground activity to help fuel your passion
where young women can engage
with experts from different fields like
fashion, cooking, music, dance, photography,
adventure sports etc. to get a better

handle on their passion points
with tips and

tricks of the trade

DEO

AVOIDING MOISTURISER
EMBARRASSMENT
HAIR SERUM
IN FRONT
OF PEERS

- These young woman are at an age group where `what people think’ matters tremendously
to them

- As their worlds are still relatively small, things affect them much more strongly and
are harder to let go of

Hence social embarrassement is something that they will do anything to avoid

WHAT SHE SAID...

“Girls with body odour in our class are made fun of and no one
wants to sit next to them.”

“Sometimes my friends point out when I have not waxed and
it’s so embarrassing.”

“Once you have done something stupid, you are teased about
it for a long time and friends never let you forget it.”

HOW WHISPER CAN RIDE THIS TREND

CONTINUE TO PIONEER
ODOUR PREVENTION

Insight
Women on their periods seek
descretion and don’t want others

to know

HOW WHISPER CAN RIDE THIS TREND

Pad with
Anti-Perspirant Top-Sheet
which prevents sweat
and keeps away odour

What we propose
Anti-Perspirant Top-sheet

In Conclusion

While we found rational solutions to appeal to the head of the value
conscious sanitary napkin consumers, we realised that there was also

an opportunity to connect with them emotionally
-as it was by appealing to the heart that we would

form a sustainable relationship.

And in order to do that, Whisper needed to reinforce its position as the market
leader by setting the gold standards in the category.

Hence we proposed the following three additional concepts

Tough
Under
Pressure

Increasing competition faced by young woman today, acts as positive pressure for them
to push harder and in order to do their best they need the best

Presenting revolutionary sanitary pads from Whisper Ultra Clean,
which just like their users are ‘Tough under pressure’

That is because our products undergo some of the most rigorous torture tests to ensure that
they provide 100% guaranteed protection from period worries

Compliments
your

Inner Strength

Invisibility of the category is a big hurdle for spending more and also makes
brand switches harder

We believe that external perceptions can be deceptive and it
is inner strength that matters

Hence what may seem as a thin, invisible pad, is an innovation whose core
has tremendous `Inner Strength’ that compliments that of its user,
without reminding them of its existence

For you,
With you

As a brand that has been in the business of understanding women for decades, Whisper believes
that not every woman has the same expectations from her pads

Hence Whisper wants to help each individual in her own journey to become unstoppable
By providing its potential consumers with a personalized period experience by

co-creating certain products with them

SUMMARY
OF RECOMMENDATIONS

Whisper travel pouch

Customizing her perfect period experience

Website tie-up for customization of packs
Personalized messages with every pack
`Design your own wrapper contest’

Whisper Limited Edition

Pad with Vitamin E for Sensitive Skin
Pad with Sanitizer Core

Whisper Buddy App

Whisper on Pinterest

Unstoppable Fashion Powered by Whisper

Whisper Mentorship Programme

Product Innovation

Anti-Perspirant Top-sheet

Additional concepts

Tough Under Pressure
Compliments your Inner Strength

For you, With you

The
Way
Forward

All the recommendations were shared with the Whisper India brand team
and a number of them were shortlisted, forming a pipeline
for the immediate future

Whisper travel pouch
Pad with Vitamin E for Sensitive Skin
Website tie-up for customization of packs

Tough Under Pressure concept
Compliments your Inner Strength concept

APPENDIX

Research Respondents were asked
Methodology to send pictures of all

Mobile purchases in terms of products,
Ethnography services and experiences, made

over the period of a
month, in real time

Conducted with 11 girls from They were further probed
Mumbai, Delhi and Kolkata about their purchases
and their motivations
using Whatsapp for the same

Why Whatsapp: In-depth interviews
-24/7 availability of the respndent &
-Data can be mined at constant intervals
Friendship pairs
-Ease of use of the medium
Budget versus Choice exercise used to dive
deeper into choices made
under a constrained budget

Probes on indispensable versus
dispensable products
and sevices

Understanding relationships between
their products and services with

how they feel and how they are perceived