ITV

Category: TVC

  • Kshema General Insurance launches campaign to raise awareness about crop insurance

    Kshema General Insurance launches campaign to raise awareness about crop insurance

    Mumbai: Kshema General Insurance Ltd has announced the launch of its national marketing campaign aimed at raising awareness about crop insurance to coincide with the beginning of the Kharif season. The centrepiece of the 360-degree campaign is a TVC which will reach farmers as they start sowing with the onset of the monsoons. The TV campaign will be further augmented by a concurrent campaign in print, digital, and outdoor media. The campaign highlights the importance of crop insurance in creating a financial safety net for farmers when extreme climate events are becoming more frequent and intense.

    The 30-second TVC was developed in-house to forge a deeper connection with farmers, and easy accessibility of Kshema’s industry-first crop insurance plan Sukriti along with Prakriti. The product is available on Kshema’s proprietary platform which can be downloaded from Google Playstore. Any farmer or family member with insurable income can buy this customisable crop insurance starting from Rs 499 per acre and protect more than 100 crops from a combination of one major and one minor peril. All they need to do is download the app, register, geo-tag their farm and pay the premium.

    Commenting on the launch of the TVC, Kshema General Insurance Ltd CMO Bhaskar Thakur said, “I am pleased that we relied on the incredibly powerful imagery of a father-daughter relationship to create awareness about mitigating crop loss and resulting income shock with the help of crop insurance. We chose the emotional depth of the conversation between a father and daughter to convey the importance of protecting farmers from income shocks and building financial resilience. Children can ask the most poignant questions with the utmost simplicity which forces an adult to think. We chose to capture that moment of innocence to carry our message of buying crop insurance to mitigate financial losses caused by perils.”

    The film opens with a farmer working in his field who then takes a break to have lunch with his daughter. She innocently asks her father why he needs to work hard. He lovingly explains he works hard so that everyone has food on their table, and they don’t face any trouble. The daughter exclaims proudly he is there to ensure no one is in trouble but asks with concern who will look after him if he faces any adverse situation. The camera pans to the farmer who now looks worried and then cuts to the visual of Kshema app with the narrator explaining that any farmer can buy Sukriti easily via the app.

    Kshema’s media partner Mudramax is spearheading the campaign and the TVC will be aired on news, music, movies, and general entertainment channels in the country. “We are thrilled to partner with Kshema General Insurance Limited on this groundbreaking integrated multi-media marketing campaign,” said Mudramax president – integrated media Rammohan Sundaram. “By leveraging a strategic mix of TV, Print, and Digital broadcast properties, including a carefully curated set of influencers, we aim to create a cohesive and immersive brand experience that resonates with the target audiences across all touchpoints. This campaign exemplifies the innovative and collaborative spirit of both our teams, and we are confident it will drive significant engagement and impact”.

    The new commercial will also be bolstered by an intensive digital campaign to drive awareness around the critical role played by crop insurance in mitigating risks caused by natural perils.

    The agricultural and allied sectors engage the largest share of the workforce, constituting 45.5 per cent as per the Periodic Labour Force Survey of 2021-22, and contribute nearly 15 per cent to India’s GDP. However, natural catastrophic events are becoming more frequent and intense due to climate change affecting the farming community disproportionately. These natural perils cause not only loss of crop but also livelihoods in the worst cases as 85 per cent of farmers have modest annual incomes.

    Kshema endeavours to support the farming community through these trying times by providing them tailor-made insurance products after adequately mapping and analysing the risk involved.

  • Bachpan Play School launches “I AM AT SCHOOL” TVC campaign

    Bachpan Play School launches “I AM AT SCHOOL” TVC campaign

    Mumbai: Bachpan Play School and its formal extension Academic Heights Public School (AHPS), the nation’s leading educational chains, are excited to announce the launch of the “I AM AT SCHOOL” TVC campaign. The campaign is a gentle reminder of the school’s invaluable role in everyone’s life. Moreover, it is about cherishing memories acknowledging the teachers’ efforts, and reinstating the respect schools truly deserve.

    The campaign video features Saina Nehwal training students in sports, symbolizing the comprehensive development fostered by AHPS. Students share their visions for the perfect school environment, culminating in the proud declaration, “I AM AT SCHOOL,” highlighting their sense of pride and connection with the school.

    Moreover, it highlights a heartfelt journey to one’s roots, where the educational journey started. The campaign designed to rekindle long-left connections encourages and appreciates early years and acknowledges school education’s significant impact.

    Elated on the occasion, Bachpan Play School and AHPS founder & CEO Ajay Gupta said,” We are excited to launch the new TVC in collaboration with Saina Nehwal, our brand ambassador. Aligned with our educational values, the TVC campaign showcases our unique educational approach and loyalty towards our students.  It’s not just a marketing initiative but a strategic approach to providing the best education to students across cities.”

    Let’s relive our memories with “I AM AT SCHOOL” and thank the place where the future is shaped.

     

     

  • Vi releases the second TVC of its ‘Be Someone’s We’ campaign

    Vi releases the second TVC of its ‘Be Someone’s We’ campaign

    Mumbai: Vi, a leading telecom operator, recently launched the second phase of its ‘Be Someone’s We’ campaign, focusing on combating loneliness among empty nesters. During the India vs Pakistan match on Sunday, Vi released the second TVC of this campaign, which demonstrates the positive power of connectivity in combating loneliness and how a telecom network can serve as a bridge to make empty nesters feel more connected and included.

    The new TVC, titled ‘Summer Vacation’, beautifully portrays the bond between grandparents and grandchildren. The story begins with a grandmother narrating a story to her granddaughter, and that’s when her daughter says that it is time for them to leave and to continue the story sessions during the next vacation. The scene shifts wherein the daughter and grandchild leave the house and the grandmother is alone and sitting by herself feeling lonely. That’s when her phone suddenly rings, and the grandmother’s spirits are instantly uplifted by a surprise video call from her daughter and granddaughter. The joy on the grandmother’s face speaks a million words, and the film effectively captures this heartwarming emotion.

    This TVC comes exactly a week after Vi announced the second edition of its ‘Be Someone’s We’ campaign with the launch of the first TVC, right at the start of the ICC T20 World Cup. The first film titled ‘Durga Puja’ highlighted the loneliness experienced by empty nesters during festivals.

  • Royal Challenge Packaged Drinking Water unveils new TVC campaign ‘Choosebold 2.0’

    Royal Challenge Packaged Drinking Water unveils new TVC campaign ‘Choosebold 2.0’

    Mumbai: “Believing in myself and choosing bold has always been my mantra in life” – Virat Kohli

    In the unpredictable realms of life, we often find ourselves standing at a crossroads, faced with a choice between the well-trodden path and something a bit more off-the-wall. It’s those who opt for the road less traveled that really make a mark. Choosing Bold isn’t just about being brave; it’s about embracing challenges with the belief that you can conquer them, standing out from the crowd and lighting the way for others. Choosebold 2.0 is an ode to such individuals who fearlessly pave their own paths, inspiring us all to follow suit. The TVC features country’s star player, Virat Kohli known for embracing boldness in every aspect of his life, along with cricketer Smriti Mandhana and actor Vidyut Jamwal.

    The groovy rap anthem that wowed the audience last year with Divine, returns with a new rendition, Choosebold 2.0 which is a tribute to the ones who are progressive and fearlessly play their own game in life. The TVC also seeks to inspire aspiring individuals to break free from the shackles of society to choose bold rather than safe. Choosebold 2.0 is a display of the bold choices each of them made in life. From Virat’s success due to his fearless choices in life and on ground to the celebration of Smriti Mandhana‘s bold leadership in guiding her team to victory during the Women’s T20 tournament, showcasing remarkable resilience. And, the nation’s best action hero, Vidyut Jammwal’s journey as he embraced boldness by returning to his martial arts roots after overcoming a significant injury.

    Naya Shers are those who believe in choosing bold and in pushing the boundaries of what is possible. The brand aims to unite such Naya Shers from all corners of the world and inspire others to break free from societal norms and live life on their own terms.

    Speaking about the TVC, Diageo India VP and portfolio head, marketing, Varun Koorichh said, “Royal Challenge Packaged Drinking Water is an aspirational brand that celebrates those who defy conventions and choose bold. Our new rendition, Choosebold 2.0 aligns with our brand ethos which encourages individuals to celebrate the pivotal moments of choosing bold. Featuring prominent personalities who choose bold in their lives, like Virat Kohli whose success is a testament to his fearless decisions, both on and off the field. Smriti Mandhana’s never say never attitude that steered her team to victory during Women’s T20 tournament this year, and Vidyut Jammwal’s grit and passion triumphing over an injury and embodying the essence of perseverance. Choose Bold 2.0 goes beyond a campaign as it empowers individuals to unleash their inner strength, resonating with our commitment to celebrating boldness.”

    Speaking on the occasion, Virat Kohli said, “In life and in cricket, I have stayed true to my authentic self, choosing to lead the way rather than blend into the crowd. I believe that embracing the bold spirit has brought me closer to everything I have envisioned for myself. Like I said in the rap, I succeeded when I Choose Bold! I look forward to the next generation of Naya Shers to take inspiration from the TVC, to live boldly and fearlessly.”

    Speaking about the association, Smriti Mandhana said, “Breaking barriers and creating my own path in cricket has been an enriching experience, all because I chose to lead and make bold choices rather than settle for less. I always encourage others to follow their hearts and embrace bold choices in life. Choosebold 2.0 is an exceptionally captivating tribute to those who refuse to settle and embrace the spirit of boldness in every aspect of life.”

  • Fortune launches ‘Banao Kuchh Hatke’ TVC campaign for Soya Chunks

    Fortune launches ‘Banao Kuchh Hatke’ TVC campaign for Soya Chunks

    Mumbai: Adani Wilmar Ltd, one of the largest food and FMCG companies in India, has rolled out its new ‘Banao Kuchh Hatke’ campaign for its rich in protein brand Fortune Soya Chunks. The 360-degree campaign showcases the versatility of soya chunks as an ingredient, encouraging consumers to explore innovative and diverse culinary options. Conceptualised by DDB Mudra, the campaign – ‘Banao Kuchh Hatke’ – features ad films, narrated by the renowned multifaceted Indian actor and dancer, Jaaved Jaaferi in Hindi and popular former Indian cricketer Sourav Ganguly in Bengali. The film is being distributed across various media platforms, including TV and digital channels such as YouTube, Instagram and Facebook.

    The campaign films feature ‘hatke’ recipes made with Fortune Soya Chunks, with Jaaved Jaaferi and Sourav Ganguly humorously guessing the dish being prepared. While he may get his guesses wrong, the audience is left with one certainty: Fortune Soya Chunks promises delightful surprises. The brand has collaborated with esteemed and influential chefs to enhance the digital presence of this campaign. These chefs will share their unique recipes using Fortune Soya Chunks, engaging the audience in an exciting way.

    The brand has also planned to extend the communication through their product packaging, where they will showcase ‘Hatke’ dishes which can be prepared using soya chunks. A QR code will be used in packaging to redirect consumers to explore more such recipes on microsite.

    Sharing his insights on the campaign, Adani Wilmar Ltd’s head- media and brand Jignesh Shah said, “We aim to inspire consumers to create ‘hatke’ dishes using Fortune Soya Chunks across various cuisines through this campaign. We are thrilled to innovate and showcase the ways an ingredient like soya chunks can be presented in an appetizing way. We wanted to highlight unique recipes that can be created with soya chunks and the campaign film reflects the message seamlessly.”

    DDB Mudra CCO Rahul Mathew said, “The biggest challenge was to maintain the entertainment value in the film while showcasing the variety of dishes possible with Fortune Soya Chunks. Jaaved Jaaferi and Sourav Ganguly’s iconic voice added a unique touch, making this campaign truly ‘hatke’. We are hopeful that the messaging will resonate with the consumers.”

    Fortune soya chunks is a great source of protein for vegetarians. It contains 15 times more protein* than milk and has low fat content. The advanced technology helps Fortune soya chunks to soak water and masala well, which makes it more delicious and easy to digest. It is a healthy food option for growing children and adults.

    Disclaimer: Compared to protein of milk (cow milk). Source: Indian food composition tables, NIN, ICMR (2017).

    The ‘Banao Kuchh Hatke’ TVC is set to air on leading television channels nationwide, inviting viewers to embark on a journey of rediscovery and reimagine the joys of cooking at home. In addition, a dedicated microsite has been developed, featuring an array of unique recipes with Fortune Soya Chunks. This platform aims to inspire consumers to go beyond traditional recipes and experiment with new culinary ideas.

  • Livpure launches new TVC showcasing Allura Premia water purifier

    Livpure launches new TVC showcasing Allura Premia water purifier

    Mumbai: Livpure, a leading consumer electronics brand in India, launched a captivating television commercial (TVC) to introduce its new Livpure Allura Premia water purifier that comes with an embedded service of 30 months. The freshly introduced ad campaign, which will air on Star Sports during the T20 World Cup and other news channels (Hindi & regional), makes use of a light-hearted approach to highlight the complexities of maintaining a regular water purifier, by using elephant as a metaphor!

    The TVC opens with a man in different parts of the city proudly strolling with an elephant. Onlookers are making fun of him with reactions that perfectly capture the absurdity of the situation. He enters the home and his wife expresses her disappointment. The major reveal happens when we see he was all along carrying a normal water purifier.

    Just like the unexpected challenges of caring for an elephant, maintaining a normal water purifier can be a real burden. That’s where the Livpure Allura Premia steps in, offering a solution which is first time in the water industry.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Livpure (@livpurewater)

    Livpure’s brand ambassador Sachin Tendulkar arrives on the scene with a solution: the Livpure Allura Premia.  Sachin emphasizes the product’s key proposition – 30 months of free maintenance warranty. The commercial concludes with the couple happily embracing their new Livpure Allura Premia, leaving the elephantine burden behind.

    This March, Livpure launched a big game changer in the water purifier market through a never-done-before proposition of embedded service.  Allura Premia – the latest new launch in the water purifier category beyond its product benefits gives the consumer a 30-month free service warranty. This has already started to create a big impact in the market solving a big pain point of the Indian consumer around cost of maintaining a water purifier.

    Livpure emphasizes Allura Premia’s advanced 10-stage filtration process, ensuring the complete removal of viruses and bacteria. Additionally, the copper and alkaline features highlight the product’s commitment to not only clean but also healthy and refreshing drinking water. The TVC concludes with a clear message: “Choose Livpure Allura Premia for a convenient and superior water purification experience, leaving the maintenance hassles behind.”

    Commenting on the launch, Livpure MD Rakesh Kaul said, “At Livpure, we firmly believe that one’s access to clean water is everyone’s right. We strive for making water more inclusive and affordable to people at large. This is the reason why we developed the Livpure Allura Premia that comes with 30 months of free maintenance. It allows families to focus on what truly matters – enjoying the peace of mind that comes with pure, healthy drinking water for everyone in the household”.

    With a vision of providing products that are crafted for everyone’s well-being, Livpure offers a comprehensive range of water purifiers, air coolers, kitchen appliances, mattresses, and other sleep solutions.

  • Shah Rukh Khan ‘Ke Tiffin Mein Kya Hai’ is finally out of the bag

    Shah Rukh Khan ‘Ke Tiffin Mein Kya Hai’ is finally out of the bag

    Mumbai: The internet was abuzz with the question “What’s in Shah Rukh’s tiffin?” over the past few days. It is widely known to his fans that the King of Bollywood carries his own tiffin to the sets. However, no one really knows what he brings in the tiffin!

    From film pages to fan pages and celebrities like Farah Khan Kunder, Taaruk Raina, star Chef Sanjyot Kheer, popular choreographer Shehzaan Khan and influencer Aryan Kataria took to social media and shared their deep desire to know “What’s in Shah Rukh’s tiffin”.

    The conversation grabbed eyeballs with nine million views across social media. Fans enthusiastically shared the content, contributing to its viral success and setting the stage for the campaign reveal.

    While the internet kept wildly guessing from salads to biryani, SRK finally revealed that like many Indians, he too loves to end his tiffin on a sweet note and carries his favorite Sunfeast Dark Fantasy cookie in his tiffin. Filled with decadent molten choco crème, Sunfeast Dark Fantasy is the ideal post-meal dessert.

    Recognizing the universal craving for a sweet treat after a meal, Sunfeast Dark Fantasy has spotted a unique opportunity to enhance the tiffin experience. The brand tapped into the insight that people often end their meals with sweets/desserts at home or in restaurants.  This practice is however overlooked in lunchboxes or tiffins. With this unique insight, the brand has unveiled its latest campaign “Har Tiffin Ki Sweet Ending” starring Shah Rukh Khan. In this campaign, Sunfeast Dark Fantasy presents a convenient and indulgent solution that fits perfectly into any tiffin.

    Each Dark Fantasy cookie offers a molten choco experience at the center and is individually packed for easy inclusion in lunchboxes, making every tiffin’s end sweet and hassle-free.

    ITC chief operating officer, biscuits & cakes cluster, foods division Ali Harris Shere shared his excitement, “We are thrilled to unveil our latest campaign, ‘Har Tiffin Ki Sweet Ending’ with Shah Rukh Khan. With this campaign, we aim to redefine the way people look at their tiffin. We hope to enhance their consumption habit by offering a dessert experience in a convenient format which elevates their tiffin moments.

    FCB Ulka, Bangalore president & head of office Damodaran. M added that “As Indians, our behaviour has always been to satisfy our craving for something sweet after every meal. However, when it came to our tiffins, this behaviour was missing. And, that was an opportunity for us to position Dark Fantasy as the ideal fit for your tiffin’s sweet ending. Our product, in both form and taste, will complete every tiffin box that is being packed or opened across India”.

    The ‘Har Tiffin Ki Sweet Ending’ campaign will be rolled out across various digital media platforms across the country. The brand is confident that the campaign will resonate with consumers and inspire them to add Dark Fantasy Cookies in their tiffin, lunch and snack boxes as a dessert.

  • GM Modular launches its fourth #DADTESTED ad film

    GM Modular launches its fourth #DADTESTED ad film

    Mumbai: GM Modular, India’s leading electrical solutions for modern living, has recently unveiled its fourth #DADTESTED ad film, featuring Bollywood’s beloved father-daughter duo, Suniel Shetty and Athiya Shetty. The ad film highlights the company’s premium LED lights, showcasing their ease of use and modern technology, making them the perfect choice for contemporary homes.

    The ad film displays Athiya Shetty effortlessly adjusting the room’s lighting intensity using her smartphone, focusing on the convenient adaptation of GM Modular’s premium lighting solutions. However, it’s Suniel Shetty’s feedback that truly emphasises the user-friendly aspect, allowing users to tailor the lighting to their individual preferences.

    The ad takes the viewers through the fun banter between the duo regarding the adjustment of the lighting intensity. With the tagline ‘Jaisa Mood, Waisi Light’ GM Modular portrays the spotlighting features of these premium lights as to how consumers can easily dim or brighten the intensity as per their mood.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by GM MODULAR (@gmmodular)

     

    Talking about the ad campaign, GM Modular CEO Jayanth Jain said, “We are thrilled to launch our fourth ad film, #DADTESTED, which not only demonstrates our cutting-edge LED lighting technology but also highlights the importance of meeting the diverse needs of our customers. By featuring the father-daughter duo, we aim to connect with families across the nation and showcase how our lighting solutions can seamlessly integrate into modern homes, providing both convenience and style”.

    GM Modular focus on delivering innovative lighting solutions comes at a pivotal time for the comfort & lighting market. According to industry projections, the number of active households in this market is expected to reach a staggering 26.5 million users by 2028. This growing demand underscores the importance of companies like GM Modular in providing products that cater to the evolving needs and preferences of modern households.

    The #Dadtested ad film is poised to capture the attention of a vast audience, solidifying GM Modular’s commitment to delivering solutions that seamlessly integrate into the lifestyles of modern households.

  • KEI Industries Ltd. launches Conflame Green+ FRLS for new-age homes

    KEI Industries Ltd. launches Conflame Green+ FRLS for new-age homes

    Mumbai: KEI Wires and Cables, a leading name in the electrical industry, proudly announces the launch of Conflame Green + , its revolutionary house wire which protects lives, saves costand marks a significant stride towards safety and sustainability in the domain of eco-friendly electrical solutions.

    The brand has unveiled its advertising campaign showcasing the esteemed team of Royal Challengers Bengaluru, featuring renowned players such as Virat Kohli, Mohammad Siraj, and Dinesh Karthik. The ad illustrates the brand’s emphasis on sustainability and new age living as Conflame Green + FRLS is made to keep homes safe and the environment, safer.

    In this advertisement, the company is highlighting its flagship eco-friendly green wire, Conflame Green+, which boasts numerous features beyond its environmentally-friendly nature. These include electricity saving capabilities, life-saving attributes in the event of a fire, and its overall safety for homes. By drawing a parallel to an “All Rounder” in cricket, known for excelling in batting, bowling, and overall performance, the ad underscores how the Conflame Green+ wire fulfills various household requirements effectively, akin to the versatility of a cricket all-rounder.

    The communication blitz will capture the imagination of one and all. The campaign will be visible on TV during the cricketing action, print medium, digital and social media space, influencer based marketing activities will keep the atmosphere buzzing.

    Innovative OOH and branding in Metro trains is also on the cards to take visibility to a new high.

    The brand is also leaving no stone unturned to stay at the forefront of tech-innovation. The new advertising campaign will also introduce AI enabled integration with customers and channel partners.

    KEI, a renowned leader in innovative solutions, has unveiled its next-generation living eco-friendly solutions designed to promote sustainability. These cutting-edge advancements signify a significant stride towards building a greener and more sustainable future.

    Speaking on the association, KEI Industries Ltd. Chairman -Cum- Managing Director Anil Gupta said, “We are delighted to announce our partnership with Royal Challengers Bengaluru, which is one of the most popular and strongest T20 brands. KEI is one of the leading wires & cables player serving customers across 60 counties globally and we see a great synergy between both the brands. The player of international stature gives a synergy with the product features of brand KEI. India is a cricket frenzy nation and with this partnership, we aim to leverage T20 league to build and strengthen our brand awareness and connect with our target audience across the globe.”  

    Sharing his thoughts on the association, KEI Industries director Akshit Diviaj Gupta Ltd.said, “I am delighted to announce our partnership with Royal Challengers Bengaluru. We are committed towards encouraging and elevating the realm of sports in India. The lovability and fan following of RCB will help to increase KEI brand recognition across the nation. This engagement will further strengthen our relationship with the customers, and we are positive about exploring more opportunities to expand our business.”

  • Whisper teaches young girls – periods ka matlab healthy hai aap!

    Whisper teaches young girls – periods ka matlab healthy hai aap!

    Mumbai: India’s leading feminine-care brand Whisper, from the house of Procter & Gamble, is raising awareness about— the early onset of menstruation among young girls — as part of the fifth edition of its #KeepGirlsInSchool (KGIS) movement. With girls starting periods as early as eight years of age, the need to create awareness early on is crucial, as 26 million girls can be at risk of dropping out of school without period education and access to period products.* Studies have found that one out of five girls could be dropping out of school due to a lack of period education and access to period products.**

    In India today, girls as young as eight years of age are beginning their menstrual cycle, as per several reports, and so are at a higher risk of dropping out from school due to lack of period education. This could lead to escalation in absenteeism and increased drop out rate if they do not learn and are made aware at the right time. Whisper is at the forefront of educating girls across the country about the importance of menstrual hygiene, normalising any myths and taboos about periods, with an aim to decrease dropout rates caused by insufficient information and lack of access to period products. To date, Whisper’s Keep Girls In School program has taught over 100 million schoolgirls and mothers about periods and period products, and provided free sanitary napkins to girls.

    Whisper’s new emotional film features young eight-year-old girls who know nothing about menstruation and think up the worst possible scenarios as the cause of unexpected bleeding in one of their friends. The film aims to normalise this natural biological change in their body by educating young girls in school about the early onset of periods with a fun, catchy jingle that reiterates, “periods ka matlab healthy hai aap (periods means you are healthy)”.

    Publicis Groupe – South Asia chief creative officer and Leo Burnett – South Asia chairman Rajdeepak Das said “Our ongoing research about the changing conversations around menstruation identified a glaring anomaly – girls today are getting their periods much earlier than before. However, they are being educated about periods at a much later stage or oftentimes not at all. Whisper and Leo Burnett have been on a journey to keep girls in school for a long time and we wanted to bridge this gap. Our latest work talks to the 8-year-olds in a language they can understand, with a heartwarming song that teaches them that getting periods means they are healthy. The goal is to not just teach the little girls but also use the song as a tool to equip her ecosystem- parents and educators, enabling them to teach periods in an empowering manner.”

    “There is a seismic shift happening in period biology. This heightens the need to educate girls early on and to prepare them to embrace this biological process. Through this initiative, we strive to educate them about how periods are healthy and how they can take care of themselves on their period days. Every year, Whisper goes to more than 60,000 schools to create period education programs and we are now also going to younger standards. Consumers too can do their bit buying a Whisper Ultra pack which will help us educate and donate pads to one girl to keep her in school,” said Procter & Gamble Vice president & category leader – India feminine care Girish Kalyanaraman.

    KGIS is an initiative by Whisper which aims to reduce the stigma attached to menstruation, create awareness and reduce the number of girls who drop due to the lack of information around menstrual hygiene. KGIS has taught over 100 million school girls about periods and period products till date. For the first time, Whisper has used music to raise awareness about periods; through a fun  and catchy jingle, “periods ka matlab healthy hai aap”.