MELT takes a deep dive into a campaign aimed to educate, inform and change social behaviours. Named “Keep Girls In School”, the long-term, award winning campaign comes to us from the Procter & Gamble’s feminine care brand, Whisper.

Now, the brand recently unveiled a new film as part of the fourth edition of the campaign. Conceptualised by Leo Burnett, the new film continues with the “Missing Chapter” theme. This time, the film aims to educate mothers on the biology of periods so that they, in turn, can educate their daughters on periods and menstrual hygiene.

To know how the film was developed and how the larger campaign helps grow the Whisper brand, we are in conversation with Girish Kalyanaraman – Vice President and Category Leader – Feminine Care, Procter & Gamble India, and Rajdeepak Das, CEO and Chief Creative Officer, Leo Burnett South Asia.