Whisper has rolled out a campaign ‘Ab Mudna Nahi, Udna Hai’ (now is not the time to look back, but fly) featuring cricketer Jemimah Rodrigues, highlighting how its Period Panty product fits seamlessly into one's fast-paced life, enabling women to stay protected, comfortable and confident through their period days. 

The campaign consists of an ad film. It opens with a shot of Rodrigues on the field as a voiceover talks about not letting periods come in the way of winning. As she strikes the ball, the message underlines the need to stay focused on the goal instead of worrying about discomfort during periods. The film then shifts to the changing room, where a teammate looks anxious after noticing a period stain in the mirror. Rodrigues steps in and introduces Whisper’s Period Panty, highlighting its 360-degree protection for days when one is highly active and needs stress-free comfort. The film closes with a simple idea: keep your focus on the game, not on what’s behind you.

What we think about it: The film stands out for treating periods as a practical, everyday reality rather than a hushed inconvenience, placing Jemimah Rodrigues in a real sporting moment instead of a staged, sentimental frame. It’s refreshing to see an ad that normalises periods with such ease, speaking the language of performance and confidence instead of shame or secrecy, and in doing so will give women in sport the courage to show up, compete, and play without holding back.

Girish Kalyanaraman, vice president and category head – feminine care, Procter & Gamble India, said, “At Whisper, we believe that period care should evolve with the lives of girls and women today. From first periods to college life and active routines, their needs are changing, and our innovations reflect that. The Whisper Period Panty is designed to offer dependable protection with comfort even on heavy flow days, allowing girls to go about their day with confidence and ease. Our association with Jemimah Rodrigues brings this belief to life, as she truly represents a generation that refuses to look back because of periods.”