1996, Hindustan Thompson (JWT)

One of my best pieces of work came from my academic grounding as a sociologist and my familiarity with Indian customs. A worldwide pitch by JWT in the US required the India office to pitch in as a large untapped market where JWT was present. The pitch dealt with menstrual taboos in India like not entering temples and the kitchen during menstruation. It appealed to the modern Indian woman who had already broken one set of ‘forbidden’ rules and asked her to try tampons ( around which there was a set of myths such as loss of virginity, death through toxic shock etc). JWT won the pitch and the fax of commendation from the NY Creative Director was one of my badges of honor. Unfortunately it faded with time!