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 as changemaker.

Here's a story of a small sanitary pad maker who, in its earnestness to grow, unearthed an insight that challenged the way sanitary pads were sold to Indian women and brought about historic change in media.

Rio's campaign showcased the truth about periods by showing period blood as red, not blue,...

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