Nobel Hygiene has rolled out a campaign featuring Radhika Apte for its sanitary pad brand Rio.
Conceptualised by The Womb, the campaign consists of two films through which the brand is looking to spread awareness about heavy flow and the benefits of Rio. The imagery used is true and brings out the problems of heavy flow without mincing any words.
Kartik Johari, VP, Nobel Hygiene, said, “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! So, we haven’t pulled any punches - casting Radhika Apte with her performing prowess; Afshan as the director of the film, who is close to the problem herself; a maxed female crew, so that we don’t miss a step along the way. And we have a powerful film that can command a heavy-duty conversation, for a heavy-duty problem.”
Navin Talreja, founding partner, The Womb Communications, "1 out of 5 women suffer from PCOD in India, a condition that leads to heavy flow. Most of these women are middle-aged and above. Our communication had to appeal to these mature, self-assured, confident women. This offered us the opportunity to lead culture with this brand and stay away from the fake codes of the category. In a category obsessed with whimsical and impractical pay-offs like women jumping hurdles and wearing white pants, RIO is pitched as an empathetic brand, a brand that understands the real issues faced by real women who suffer from heavy flow."
The films will be on air on television and across digital.