RIO Heavy Flow Pads by Nobel Hygiene has launched its ‘stained screen’ campaign today, featuring the brand ambassador Radhika Apte. The 30-second spot urges women to “wake up and choose the right pad for heavy flow” while comparing the absorption capability of regular sanitary napkins.
Staying with its policy to destigmatize menstrual blood the ad ends with a surprise blood splash that covers the viewer’s screen before revealing the RIO logo.
The ad was conceptualized by RIO’s marketing team at Nobel Hygiene Pvt Ltd and written in-house by Brand Content Editor Shayonnita Mallik. The production was led by Schbang Motion Pictures in coordination with ad-motion specialist Joel Fonseca.
“I have always resonated with RIO for how bold they are,” said Radhika Apte.
“Last year, RIO and I showed menstrual blood as RED ink in our first ad together because it’s 2021—and we can’t be depicting menstrual blood using blue ink anymore. Similarly, it’s crazy that menstruators should have to keep adjusting on heavy flow days with napkins that leak and stain all the time. And, so, we’re here to ask menstruators to ‘jaago’, to stop managing and choose a better period!”
Kartik Johari, Vice President, Marketing and Commerce at Nobel Hygiene, said the brand wants to change the way marketing has been done in this category.
“RIO Pads is now synonymous with challenging the status quo,” said Johari.
“This campaign is in sync with our endeavor to give voice to women’s menstrual issues and helping them choose the right product for their period issues. Don’t settle for anything less than what you deserve.”
Rachaita Vyas, Producer of the ad from Schbang Motion pictures, added, “It’s not every day that one gets to work on brands that don’t shy away from showcasing the reality. Our aim was to create an impactful message by depicting menstrual blood as it is.”
Shayonnita Mallik, writer and Brand Content Editor at Nobel Hygiene, said, “Women don’t believe pads can be better—they use two, three pads at a time; or deal with stains and changes every few hours. We wanted to make something very different from the usual communication in this sector—both visually and tonality wise—which would jolt women into sitting up, taking note, and saying, ‘no, we’ve got to stop managing’.”