MAM
Nobel Hygiene gets ‘Real’ with the launch campaign of RIO -Heavy Duty Pads
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
MAM
8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
