Rio Heavy Flow Pads by Nobel Hygiene is the first brand to show red liquid to symbolize blood on television, breaking the cycle in India of showing blue blood in TV commercials. The campaign enlists Radhika Apte, the Indian theater and Bollywood actress, discussing the realities of having a heavy flow with the help of a "red balloon, symbolizing the strength and resilience of each and every woman."
According to a recent survey, 25% of women in India experience heavy flows and must change their pads every 2 hours, using eight to ten pads a day. Rio Pads hopes the commercial raises awareness about the often neglected topic of "heavy flow," especially in the media.
Image Credit: The Rio Pads