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Articles by Rajat Mendhi
Whisper: Touch the pickle
This case study explains how Whisper, a feminine hygiene brand, increased its brand relevance and sales by empowering Indian women to overcome taboos around period. Strategy Rajat Mendhi Brand owner: Procter & Gamble IndiaLead agency: BBDO IndiaContributing agency: Madison PR, MediaCom, Quasar Media and EncompassBrand: WhisperCountry: IndiaIndustry:Feminine hygiene, Toiletries and cosmetics... WARC subscribers can sign in to keep reading Not a subscriber?
WARC in Cannes Replay: Lessons from the world's best campaigns
This webinar replays WARC's session: "Lessons from the world's best campaigns" at the Cannes Lions festival this year. Effectiveness studies Global Strategy Josy Paul (Chairman & Chief Creative Officer, BBDO India)Rajat Mendhi (Executive Vice President - Planning, BBDO India)Hemant Shringy (Executive Creative Director, BBDO India)Eric Zuncic (Chief Strategy Officer, CP+B)David Tiltman(Head of... WARC subscribers can sign in to keep reading Not a subscriber?
Gillette: Unshaven is unbathed
This case study explains how Gillette, the shaving brand, encouraged Indian men to shave by highlighting research that suggested a majority of women thought unshaven men were not clean. Strategy Rajat Mendhi Brand owner: Procter & Gamble IndiaLead agency: BBDO IndiaContributing agency: Mediacom, Encompass and Devries GlobalBrand: GilletteCountry: IndiaIndustry:Shaving products, Toiletries and cosmetics... WARC subscribers can sign in to keep reading Not a subscriber?
Whisper: Touch the pickle
The case study looks at how Whisper, one of India's leading brands of sanitary pads, created 'Touch The Pickle', a social movement that took on the culture of shame propagated through archaic attitudes towards menstruation that made it a taboo subject. Strategy Rajat Mendhi and Manisha Sain Brand owner: WhisperLeading agency: BBDO India Contributing agency: Madison PR, Quasar Media, MediaCom and EncompassCountry: IndiaIndustry: Toiletries and cosmeticsMedia channels: Content...
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