Touch The Pickle

Menstruation and periods are never talked about openly in India. Along with the hundreds of “Don’ts” women hear every day, the ones attached to periods veer into the downright ridiculous, like “Don’t touch the pickle”.

We had to give women a voice to challenge period taboos, so the BBDO team turned the insane into an anthem and invited India to Touch The Pickle. Whether they found it unbelievable or just plain crazy, it led to national debates and became a platform for a long-ignored conversation.

This was my first experience on a globally-recognized piece challenging deep-rooted taboos in culture. The entries we completed would go on to win the first-ever Glass Lion Grand Prix at Cannes in 2015, and the campaign is recognized as one of India’s most influential of all time.