Through our idea we wanted to hero the fact that for girls to be truly confident, liberated and to excel in what they do, the last thing they want to have on their mind is the fear of their character or upbringing being judged because of simply wanting to sit freely.

We took on a stern command that every girl in India had heard at least once in her life from authority figures like teachers, parents, grandparents or even the neighbourhood aunt. That command was ‘Sit Properly’. If proper meant being stiff and uncomfortable, we wanted girls to feel just the opposite.

Thus was born ‘Sit Improper’.

It was a message led by a product innovation that provided ‘comfort on the skin’, encouraging girls to sit the way they wanted to and not the way in which they had been taught- during their periods, and also every other day.

Implementation of the PR

o Teaser video:

We released a teaser video titled ‘Class of 2017’ with Girliyapa featuring popular influencers such as Bani J, Meghna Kaur, Nidhi Bisht, Srishti Srivastava, Mukti Mohan, Sheeba Chaddha, Sanaya Pithawalla, Rukhsar Rehman and Tia Sebastian.

o Sit Improper Brand Film:

We then released the Sit Improper brand film showcasing girls in ‘improper’ sitting positions being admonished by an authoritative female voice.

o Content pieces with Girliyapa

We co-created content pieces with Girliyapa that endorsed the idea. The product was integrated into the videos.

o Pushing the hashtag #SitImproper on social media

The hashtag #SitImproper was pushed through social influencers across social media. It became popular, with girls starting to post their own pictures in improper sitting positions with the hashtag.

• Timeline

September 2017 to November 2017

The results were as follows:

• 118 million units of Whisper sold during the campaign period.

• From the very first month of its launch, Whisper Ultra Soft surpassed its closest competitor Sofy AntiBacteria in national shares, by showing the fastest ever growth in a category launch in the last five years.

• Nationally, Whisper Ultra Soft’s share in month 5 after its launch was greater than Sofy AntiBacteria’s share 3 years after its launch.

• In modern trade as well, Whisper Ultra Soft’s share was almost 2 times that of Sofy AntiBacteria’s for the initial five months.

• Total Number of Impressions: Over 131 million.

• Earned Media: 12 million Indian rupees (183968 USD)

• We garnered a total of 27.1 million views on our videos, a new record for content created in the history of the feminine hygiene category.

In addition, all the content videos created with Girliyapa trended on Youtube and had a phenomenal like dislike ratio of 28:1, wherein the like-dislike ratio for the best of branded videos is between 5:1 – 10:1.

• Positive conversation sentiment was 98% with girls questioning the societal restrictions placed on them and praising the content.

• Girls started to share pictures of them sitting improper, garnering over 4000 posts on Instagram.

• Indian actors Huma Qureshi and Richa Chadha, and India’s biggest Youtuber Bhuvan Bam shared the videos.

• The campaign was picked up by prominent publications such as Hindustan Times, Indian Express, Scroll.in and News Minute.