RIO Pads: India! Periods are red, not blue

Rio Pads, a sanitary products brand, launched a campaign in India to promote its more absorbent pads and challenge taboos surrounding periods.

Campaign details

Brand: RIO Pads Brand owner: Nobel Hygiene Agency: The Womb Communications LLP Market: India Sector: Feminine hygiene Media channels: Social media, Television Budget: 500k - 1 million

Executive summary

This is not a case of a brand masquerading as changemaker.