When global brands with global campaigns want to maintain some consistency yet still tailor their messages to local markets, it takes someone with insight and understanding of global vs. local. Kavita Kailash, brand director, Leo Burnett Mumbai, has served that role to find the right balance for Procter & Gamble’s feminine care brands in India. Her understanding of the consumer has been key to helping P&G develop a campaign for Whisper Choice sanitary protection products that is connecting with consumers. Since she joined Leo Burnett Mumbai in November 2005, she has been responsible for leading innovative strategic marketing ideas for P&G’s feminine care business throughout the country. She has pioneered the agency’s effort to reach consumers with programs beyond conventional mass media. Her efforts have helped Whisper own strong media properties that will be replicated year after year and has incorporated personal direct interaction with consumers into the marketing program.
Meanwhile, she has championed the evolution of Whisper Choice advertising in India, which depends upon the strong emotional bond of mother and daughter. Drawing upon an in-depth understanding of the consumer, she has helped P&G evolve a campaign that has now become an identity for the brand Whisper Choice.
Through it all, Kailash takes into account cultural nuances and local insights to build a program that has met with great success.