For a brand to maintain its position, it has to remain relevant 
Whisper has whispered itself into the hearts and minds of Indian women, ever since it was introduced into Indian market by Procter & Gamble in 1989. The brand promised freedom to women and gave them wings to fly... it continues to do that even today. Whisper has been able to rule the charts as far as sanitary napkins are concerned only because from day one it has latched onto progressive communication. From the time the first ad hit TV screens, the entire level of communication in this product category underwent a sea change. Competitors Carefree and Stayfree tried to recapture market share with similar advertising communications, but the damage had been done. Even its logo talks about the liberated soul that modern women across age groups can identify with.
For Complete IIPM Article, Click on IIPM Article
Whisper has whispered itself into the hearts and minds of Indian women, ever since it was introduced into Indian market by Procter & Gamble in 1989. The brand promised freedom to women and gave them wings to fly... it continues to do that even today. Whisper has been able to rule the charts as far as sanitary napkins are concerned only because from day one it has latched onto progressive communication. From the time the first ad hit TV screens, the entire level of communication in this product category underwent a sea change. Competitors Carefree and Stayfree tried to recapture market share with similar advertising communications, but the damage had been done. Even its logo talks about the liberated soul that modern women across age groups can identify with.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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