MAM
Report on Hindi News Viewership

Nobel Hygiene gets ‘Real’ with the launch campaign of RIO -Heavy Duty Pads

Radhika Apte leads the conversation on heavy flow

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/03/06/rad.jpg?itok=_4aJRD2n

Mumbai: RIO, the first sanitary pad designed for women with heavy flow, launched its communication campaign featuring Radhika Apte. With the campaign, RIO aims to spread awareness about heavy flow and establish the inadequacy of existing solutions.

The campaign will 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 its Digital Audios released with #MyBloodySecret. The same tone is carried forward in the TVC with Radhika Apte calling Heavy Flow, for what it is. The imagery used is true and brings out the problems of heavy flow without mincing any words and striking imagery. After the successful digital leg, that saw a plethora of women share their stories on heavy flow, the video campaign will take the conversation a step further.

Commenting on the campaign launch, Nobel Hygiene VP Kartik Johari 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.”
The Womb Communications founding partner Navin Talreja said, "1 out of 5 women suffers 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 the heavy flow."

Radhika Apte 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.”

The 30-sec TVC / video will be seen across multiple digital platforms and television channels that include Sun TV, Star, Zee, News18 and a few more.

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

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/myglam.jpg?itok=OGpjoyxi
MyGlamm steps aboard as make-up partner of ‘Bigg Boss season 16’

MyGlamm announced that it is joining hands with Bigg Boss as its official make-up partner. The reality show is set to return for a thrilling season 16 on Colors with the theme "Game badlega, kyunki Bigg Boss ab khud khelega."

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/melorra_1.jpg?itok=8GFJUlTV
Melorra launches its festive campaign '#HarGharMelorra'

Mumbai: Melorra has launched its new ad campaign "#HarGharMelorra" to mark the beginning of festivities this season. It has already established itself as one of India’s finest every-day jewellery brands with a presence in over 26,000+ pin codes across India, the U.A.E., the U.S.A., the U.K., and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/virat_0.jpg?itok=T2vUnbus
Avas Living onboards Virat Kohli as a brand ambassador

Mumbai: Avas Living has roped in the former captain of the Indian cricket team, Virat Kohli, as their brand ambassador and has also added him to their client roster. The brand has rolled out a digital campaign on Instagram featuring the Indian cricketer. Virat chose Avas Living as his preferred...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/pulse.jpg?itok=uBdi94Ze
DS Group launches ‘Pulse Ka Pandal’ campaign on Dussehra

Mumbai: DS Group’s popular candy brand Pass Pass Pulse has launched an exciting campaign "Pulse Ka Pandal" to bring festivities from across the country on the digital platform this Navratri. The festive revellers can enjoy the Ram Leela in the North, the famous Dandiya in the West, and Durga Pujo...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/anushka_iyer.jpg?itok=A1wdvOlO
Weekend Unwind with: Wiggles founder & CEO Anushka Iyer

Mumbai: In this week’s edition of informal Q&As with industry executives through our Weekend Unwind series, we have Wiggles founder and CEO Anushka Iyer opening her heart and mind to us by sharing her nuggets on life and mantras to deal with the curveballs that life throws.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/30/aditi-school-girl.jpg?itok=sAh-2Y29
Industry asks: Is #StopTheBeautyTest a sign of regression and hypocrisy?

As the writer of this story, I don’t know if the recent “#StopTheBeautyTest” campaign by Dove is just blown out of proportion or it isn't. Dove, HUL’s soap brand, has been in India since the 1990s and one of HUL’s other products, Glow & Lovely (previously Fair & Glow) – a skin-lightening...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/30/7.jpg?itok=5JUPQmHu
ixigo rolls out new campaign with Jackie Shroff & Suniel Shetty

ixigo has roped in Bollywood celebrities Jackie Shroff and Suniel Shetty as the new faces of the brand for their campaign "#NikalLo." The campaign has been designed to create buzz and increase brand awareness ahead of the festive season and will be launched across television and digital platforms.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/asci-1.jpg?itok=R-0fmTdy
Asci names N. S. Rajan as new chairman

August One Partners director N. S. Rajan was unanimously elected as chairman of the board of governors of the Advertising Standards Council of India (Asci) on Thursday. The decision was taken at the board meeting following the 36th annual general meeting of the industry’s self-regulator.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/renault.jpg?itok=wrASmua6
Renault, Lemma & Yahoo launch a programmatic DOOH campaign

Lemma, a leading programmatic digital out of home platform, recently enabled the Renault Kiger campaign at airports with Yahoo as the demand side platform.

MAM Media and Advertising Ad Campaigns