Procter & Gamble India's Whisper has rolled out a campaign 'All-New Whisper Ultra Upto No Gap, No Leaks' featuring actor Ananya Panday, the brand's recently appointed brand ambassador to showcase its curve wear technology.

Conceptualised by Leo Burnett, the campaign features an ad film, where Panday candidly discusses period challenges and introduces the Whisper Ultra as a real solution. The film depicts the brand's 'Real Period, Real Solutions' philosophy, bringing an honest and empowering narrative to understanding what women go through, and what they want on their period days and creating solutions tailored to it.

What we think about it: A no-nonsense film that delivers its core message in under 20 seconds, using relatable lingo to connect with a younger audience. It powerfully showcases the brand's promise, empowering women to embrace their periods with confidence.

Girish Kalyanaraman, vice president and category head – feminine care, Procter & Gamble India, said, “At Whisper, innovation is about truly understanding and championing the real needs of women, addressing the everyday challenges they face. Whisper Ultra Upto No Gap No Leaks is more than just a pad; it’s a response to the real period problems women deal with every month—like leaks, discomfort, and the constant worry of protection. Designed by women, for women, we’ve drawn from real insights and conversations with women across India, who’ve shared their frustrations and needs. We understand that period care isn’t one-size-fits-all. That's why we’ve created a pad that fits the unique contours of a woman’s body, offering a level of comfort and softness that goes beyond protection. Rooted in extensive research, we’ve created a solution that aligns with the dynamic, multifaceted lives of modern women, empowering them to move confidently through every day of their cycle."