March 16, 2020. 6 mins read
Nobel Hygiene gets ‘Real’ with the launch campaign of RIO-Heavy Duty Pads . Radhika Apte leads the conversation on heavy flow .
Mumbai, March 7, 2020: RIO, the first sanitary pad designed for women with heavy flow, has launched it’s communication campaign. With Radhika Apte as the face of the campaign, it aims to spread awareness about heavy flow and establish the inadequacy of existing solutions. The campaign also seek to educate the audience on the pains of heavy flow and its main causes being PCOD and early onset of menopause, create solidarity among women facing it by letting them know they are not alone and encouraging them to talk about it.RIO has already taken up a raw and real approach with their Digital Audios released with #MyBloodySecret. The same tone is carried forward in the TVC with Radhika Apte calling Heavy Flow, for what it is.
1 out of 5 women suffer from PCOD in India, a condition that leads to heavy flow. Heavy Flow is not considered as a separate medical problem, but a personal complication. Combine it with a general reluctance in visiting a doctor and most cases of Heavy Flow remain undiagnosed. Thus, women refrain from opening up about it and continue to suffer in silence. RIO’s own qualitative and quantitative research re-affirmed this view and threw light on the pain and the ostracization that women face because of it across different strata of society.
Kartik Johari, Vice-President, Nobel Hygiene, says,
“Menstruation is one of our more discussed taboos, but issues with Heavy Flow are largely subsumed. With our direct campaign, we hope to spark a few million conversations in homes and shine a light on the silent suffering of women throughout the nation. We can’t imagine what it must be like, when your body is fighting against you so regularly, and when everyone around you is indifferent, at best.
Nobel Hygiene gets ‘Real’ : launch campaign of RIO-Heavy Duty Pads. Radhika Apte, theatre and film Actress also added,
“By now, everyone knows what a sanitary napkin ad is going to be like. Same old white pants, girls running and hopping around, and that same old blue liquid! I mean, we’ve had enough. It’s 2020! Why can’t we just show what heavy flow is really like? Why can’t we just show the blood? That’s why the red, bleeding balloon. A symbol of heavy flow. And a symbol to help women open up about their feelings and experiences. Heavy flow is not just something you can forget. It needs attention. It needs solutions; not jugaads.”
Rio sanitary pads come in XL size and will have features such as Cottony Top Sheet, 3X More Absorption, Better Dryness, Wetness Lock, Odour Lock, Extra glue grip and will provide Complete Coverage with Strong Side Leak Guards instead of wings. RIO will be available in leading retail & chemist stores and will also have an online presence on Amazon.