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Silver Winner

Entrant: Leo Burnett India, Mumbai
Corporate Name of Client: Procter & Gamble
Client Account Director: Sujay Wasan
Agency Account Directors: Shally Mukherjee/Sonal Kabi
Agency: Leo Burnett India, Mumbai
Chief Creative Officer: KV Sridhar
Executive Creative Director: Nitesh Tiwari
Creative Directors: Tushar Kadam/Vikram Pandey
Copywriter: Vikram Pandey
Art Director: Chinmay Raut

Basic description of the project:
In India, sanitary pads are considered to be a social taboo. In such a scenario, it’s difficult for a teenage girl to be comfortable purchasing, storing, carrying and disposing off their pads. To help these girls maintain complete discretion, we designed a number of covers which looked like regular wrappers for other products. These unsuspecting wrappers were given away with Whisper packs and were also kept in the ladies room of various schools, colleges, malls and multiplexes. Thousands of girls picked up these wrappers to have a more discreet period and hence a happier one.

LIA Awards 2010©

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