MAM

Nobel hygiene launches heavy duty pads for heavy flow - RIO

Radhika Apte to be the campaign ambassador

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MUMBAI: Nobel hygiene, the undisputed leader in the adult diaper category and the only Indian manufacturer of both, adult and baby diapers, is now entering the sanitary pads category with the launch of ‘RIO pads’ in the market. RIO is the first product designed for women with heavy flow. Radhika Apte has been taken on as the campaign ambassador for the new product and will help create awareness about heavy flow and the challenges women face because of it.

The sanitary pads are designed especially for women suffering from heavy flow, the main causes being PCOD and early onset of menopause. The absolute comfort and overall safety provided by RIO will help women feel liberated - physiologically and psychologically, during their menses.

Commenting on the RIO launch, Kartik Johari, Vice-President, Nobel Hygiene said, “A significant percentage of Indian women face issues of Heavy Flow, especially if suffering from PCOD or going through menopause. And there are currently no products that specifically solve these issues. Through our extensive consumer research, we were able to tailor a product to specifically meet these problems, of gushes or clots or leaks! There was no conversation about any of these issues either; and the phenomenal responses that we are getting are very encouraging. We have consciously kept our communication honest, authentic and raw; and none better than Radhika to bring this conversation alive!”

Radhika Apte, theatre and film Actress, “Many people think that you need to have PCOD or Menopause to experience heavy flow. But, that's not the case. In fact, thousands of women face heavy flow even without knowing it. They don't really know what to do about it or how to deal with it. So, most women figure out their own hacks with the existing sanitary napkins to manage their heavy flow or just suffer in silence. But thank god someone thought of doing something about it, and, finally, there's a solution. Rio. Not a napkin. A pad. A heavy-duty pad”

To create widespread awareness about the new product the company has launched a Digital Campaign on Facebook and Instagram and is titled #Mybloodysecret. A plethora of women have already shared their stories about the problem of heavy flow. This will be followed by a 360-degree integrated marketing campaign with Radhika Apte, highlighting the tough challenges faced by women suffering from Heavy Flow and how RIO Heavy Flow Pads can help them in managing it better. 

Rio sanitary pads will 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.

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