Nobel hygiene launches heavy duty pads for heavy flow - RIO

Radhika Apte to be the campaign ambassador

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.

Latest Reads
Godrej Interio releases ‘Work From Home’ guide

MUMBAI:  Godrej Interio has announced the release of its exclusive guide: ‘Stay Healthy. Be Productive’ – a ‘Work From Home’ guide that reveals the challenges and solutions for the modern-day home-office setups.

MAM Marketing MAM
Wunderman Thompson encourages consumers to work out while staying in

MUMBAI:   With India going into lockdown for a longer period, it has become even more difficult for health enthusiasts to continue their regular workout regime. Parag Milk Foods, for its sports nutrition brand ‘Avvatar’, had come up with a campaign encouraging consumers to continue with their daily...

MAM Media and Advertising Ad Campaigns
mCaffeine partners with Clinikk to provide free medical facilities for the employees and their families in the current COVID-19 pandemic

MUMBAI: mCaffeine, India’s fastest growing caffeine infused personal care brand has partnered with Clinikk, the healthcare startup to provide free medical facilities for the employees and their families in this current 21 day lockdown due to COVID-19 pandemic.  

MAM Marketing MAM
The Big Stack Poker University joins hands with 9Stacks to produce professional poker players

The Big Stack, India’s first ever poker university, has collaborated with another gaming giant 9stacks to revolutionize the world of poker in their own unique way. With this partnership the aspiring poker players in the country will get a dedicated platform to acquire all the inimitable skills...

MAM Marketing MAM
The Marcom Avenue wins integrated marketing mandate for Vertel Digital

MUMBAI: The Marcom Avenue is a data-driven integrated marketing agency that has been appointed to lead the integrated marketing communications for Vertel Digital, India’s leading provider of wireless-radio communication equipment. During the tenure, The Marcom Avenue will be responsible for all the...

MAM Media and Advertising Account
Team INOX Unlocks Imagination During The 21-Day Lockdown

MUMBAI: With a view to contain the spread of COVID-19, Prime Minister Narendra Modi had announced a 21-day lockdown across the country, which is still in force. The lockdown means that all the citizens of the country are required to stay in the confines of their homes.

MAM Marketing MAM
Consumers react more positively to television ads: GroupM report

MUMBAI: Consumers react more positively to television ads and around 37 per cent of consumers feel digital ads are too intrusive, reveals the recently released “Consumer Trust In Digital Marketing” report by GroupM. The report was created based on a survey of 14,000 consumers in 23 countries with...

MAM Marketing MAM
RIL announces Rs 500 crore contribution to PM CARES Fund

MUMBAI: Reliance Industries Ltd (RIL) announced a donation of Rs 500 crore to PM CARES Fund in response to the call by the prime minister to support the nation’s fight against the Coronavirus onslaught. RIL also informed that in addition to the financial contribution to the PM’s Fund, the company...

MAM Marketing MAM
Sri Sri Tattva runs #AskSriSriTattva campaign in regional languages on ShareChat

MUMBAI: Amidst COVID19 crisis worldwide, Sri Sri Tattva has announced a four-day #AskSriSriTattva campaign on ShareChat platform, in seven major regional languages including Hindi, Gujarati, Marathi, Tamil, Telugu, Malayalam and Kannada. The four-day campaign launched by the brand aims to drive...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required