RIO Pads: India! Periods are red, not blue

Rio Pads, a sanitary products brand, launched a campaign in India to promote its more absorbent pads and challenge taboos surrounding periods.

Campaign details

Brand: RIO PadsBrand owner: Nobel HygieneAgency: The Womb Communications LLPMarket: IndiaSector: Feminine hygieneMedia channels: Social media, TelevisionBudget: 500k - 1 million

Executive summary

This is not a case of a brand masquerading...