SCRIPT WRITING
ART DIRECTION
SOCIAL MEDIA
ILLUSTRATION
P&G, Whisper
Role /
Idea
Script Writing
Art Director
Illustrator
Agency /
Leo Burnett
Year /
2020
MY ROLE:
Multidisciplinary Creative-As an Associate Creative Director and Lead Designer for P&G India’s portfolio of brands, such as Whisper, Oral-B, and Pampers, I was responsible for developing the campaign concept, strategy, film writing, and brand communications. I designed and art-directed key visuals while overseeing the work of the team I led, which included four junior to senior art directors and designers. I reported to the Executive Creative Director, as no Creative Director was appointed, and played a key role in shaping the overall creative direction during my tenure as ACD.
Additionally, I collaborated with external partners, including production houses, CG artists, animators, directors, and photographers; conducted PPMs; supervised photoshoots and post-production; and delivered final executions. As a Lead Designer, I served as the spokesperson from the creative team for this project and for the following two years, maintaining year-round communication. My role also involved conducting client presentations, managing day-to-day client meetings, handling year-round communication, client surveys, and working closely with account and planning teams to ensure the best creative output.
OBJECTIVE:
P&G Whisper, a leading feminine hygiene brand, highlighted a troubling statistic: approximately 23 million girls in India drop out of school due to a lack of period education and access to menstrual hygiene products. Whisper, in collaboration with UNESCO, is on a mission to change this. They tasked us with creating a film and a social media campaign to address this issue.
SOLUTION:
Our team at Leo Burnett tackled this issue with the campaign ‘Keep Girls in School’. Our insight was that when 23 million girls abandon their education each year, they also abandon their dreams.
To convey this message, we produced a compelling film and developed a social media initiative challenging the government to integrate period education into the curriculum. Additionally, P&G Whisper pledged to donate pads with every purchased pack to help keep girls in school.
We spread the campaign’s message across various platforms, garnering positive media coverage and recognition.
RECOGNITION
Effies/Silver/Impact