ITV

Tag: Kartik Johari

  • RIO breaks the blue blood rule

    RIO breaks the blue blood rule

    MUMBAI: RIO heavy flow pads by Nobel Hygiene is all set to change the face of Indian advertising by launching its TVC with a PAN India campaign, this time after definitively resolving the decades-old and misleading practice of showing blue liquid instead of blood. 

    RIO Pads becomes the first product in the country to show red blood in TV communications, to bring forth an important and often neglected topic of “Heavy Flow” during periods; a problem which affects almost 25 per cent women in India and requires them to change their pads every 2 hours. In some cases, women change up to 8-10 pads a day because of heavy flow. The first phase of the launch in Feb was paused after several complaints were filed with ASCI on the usage of blood shown in the commercial. Nobel Hygiene submitted extensive research documents to sustain all the insights related to periods and the problems that women face because of heavy flow. After deliberations with ASCI and an independent review, the complaints filed with ASCI have not succeeded and RIO Pads have been allowed to air the advertisement with minor modifications in the second phase of the launch.

    Nobel Hygiene vice-president Kartik Johari said, “We are extremely proud to take this first step on behalf of all the women in India. There can be no talk of education, awareness or equality when the biological truth of half the population is censored. Our resolve to continue this conversation has been renewed, starting with the depiction of blood. To show the unaddressed problem of Heavy Flow, without showing blood itself, is so absurd a concept that it didn’t even occur to us. All our communications are deeply inspired from our research, showing the first true and honest representation of periods for consumers. Awareness is needed, and conversations can only begin after acknowledging reality.” 

    He further added, “We took special care to ensure our communication remained as authentic as possible. The entire creative was scripted by a woman, based on real narratives from women, directed and shot by a woman, and is being marketed by women. Additionally, 1000s of women have already applauded our product and messaging; we are proud to have brought this innovation for Indian ladies who receive no respite from Heavy Flow. We are sure that other players in the market are excited by this new paradigm, and we call upon everyone to take advantage of this exciting shift to educate and reconnect with their consumers!”

    Radhika Apte, theatre and film actress also added, "I have said this earlier and I will say it again. I do not see the issue in showing actual blood. Blood in a fight sequence in a film is fine but not for periods? Why can't we just show what heavy flow is really like? Why can't we show blood?  I am glad that RIO has taken up this challenge and they are standing by it with conviction. Getting a go-ahead on this advertisement is very reassuring. If this ad can start even a single conversation, then that is a win for all the unheard voices. If we can remove even an iota of stigma around periods via this adv and encourage people to accept it as a normal and natural phenomenon then it will be a big win for us all. Period.”

    Heavy Flow (& PCoD) is often considered a personal complication and not a separate medical problem. Combine it with a general reluctance in visiting a doctor and most cases of Heavy Flow remain undiagnosed. Thus, women refrain from opening up about it and continue to suffer in silence. RIO’s own qualitative and quantitative research re-affirmed this view and threw light on the pain and the ostracisation that women face because of it across different strata of society. The category codes were to show blue colored water, which is not an indication about either the color or the thickness and hence absorption.

    The second phase of the launch will see the brand being visible via its campaign across key GEC channels (Star Plus, Colors and Sony) and regional channels (Zee Marathi and  Kannada , TV9 and Suvarna) along with select news channels (News18 and News Nation). The brand campaign will also be seen on OTT platforms (Zee5 & Hotstar) and via partnerships with select print publications to create larger mass awareness. The brand will also be exploring strategic tie-ups with impact properties in the near future.  

    Globally, the advertising watchdogs of only two countries have allowed showing the red. Many MNCs have still refrained from changing the status quo. This campaign clearly marks the beginning of an era and a step in the right direction. This powerful and positive win will create more conversations, to help bring about a revolution in Female Hygiene in India, where only 50 per cent women have access to female hygiene products and almost 100 per cent approach menarche unprepared. 

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

    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

  • Nobel hygiene launches heavy duty pads for heavy flow – RIO

    Nobel hygiene launches heavy duty pads for heavy flow – RIO

    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.

  • Nobel Hygiene strengthens its brand communication outreach

    Nobel Hygiene strengthens its brand communication outreach

    MUMBAI: Nobel Hygiene, the undisputed leader in the adult diaper category and the only Indian manufacturer of both, adult (Friends) and baby diapers (Teddyy & Snuggy) has partnered with Nucleus PR and The Womb for creative communications. 

    Nucleus PR addresses complex brand-building issues with its deep-rooted practical expertise. The firm believes in combining its experience and insight in both digital and traditional media to build a strong reputation and enhance the brand's vision. They have created a definitive niche for themselves across MNCs, SMEs and Startups. The fast-growing company has prestigious clients like, MediaCom, Zolostays and Royal Brothers on its roster. Nobel Hygiene is a proud addition to the same.

    The Womb is a young independent innovations and communications company, started by first time entrepreneurs; Navin Talreja and Kawal Shoor. The Womb works with clients like Saregama India, Vini Cosmetics, Asus India, Cipla Health, Godrej Tyson, IGP.com, Sunny cooking oil, Nobel Hygiene, Mahindra, Puro Wellness, Axis Mutual Fund, just to name a few.

    Nobel Hygiene, a home-grown Indian brand, aims to create a healthier, safer environment for the stages in life where one is most vulnerable using the best materials and technology for a happier world.

    Commenting on the new partnerships, Kartik Johari, Vice President, Nobel Hygiene, said, “With our aggressive expansion and clear market leadership, it is important that we ramp up our communication accordingly. We are happy to have Nucleus PR and The Womb on board. The expertise and domain depth that each one of them brings to the table will help us reach our set objective and help us communicate our vision in the market. We look forward to a successful collaboration with both our communication partners.”

    Commenting on the win, Tarunjeet Rattan, Managing Partner, Nucleus PR said, “Keeping in mind Nobel Hygiene’s vision and business objectives, we aim to leverage PR in a strategic manner. We will help create an overall reputation for the brand while at the same time create awareness about larger issues like incontinence and elder care within the target audience. Smart use of PR with a distinctive and aggressive approach will achieve impactful results that the brand aspires for.”

    Commenting on the win, Navin Talreja, Managing Partner, The Womb said, “we have been a strategic and creative partner to Nobel Hygiene for about a year now. Most part of the year has been spent in getting different aspects of the business and brand ready for long term sustained growth. And now we go to market in many exciting ways. The Nobel team led by Kartik believes in cutting edge work and challenging norms which is always far more exciting than doing boring maintenance work. So exciting times ahead. Watch this space!

  • Why grandparents must be Friends with diapers

    Why grandparents must be Friends with diapers

    MUMBAI: On the occasion of grandparents day which normally falls on the first Sunday of September, the diaper brand Friends has taken an initiative to give back to your grandparents the freedom to do whatever they want to — through a social media campaign.

    Marketing and commerce vice-president Kartik Johari said, “There is no love more sincere than the love of our grandparents. They deserve to have the freedom to do what they want and live their lives to the fullest. Through the campaign, we are trying to celebrate the freedom that they truly deserve”.

    As you age, the fear of losing control of your bladder is real. There’s nothing, you can do to control it when you’re full and this makes going out in public a nightmare. Some experience incontinence in bits and spurts where only one or two drops of it leak uncontrollably, yet others experience it in a fuller manner, where they just can’t hold on to the entire volume of urine, and it is let out little by little.

    Staying over, going on holiday, staying out in a place where toilets are not accessible becomes a nightmare for grandparents and hence they are restricted to being at home.

    The campaign encourages use of adult diapers.

    Link – https://www.facebook.com/FriendsDiaper/hc_ref=ARQm816DEmAa4ctXhufAum9CXBUYY9TLQcARoudD4wYgNrHC8iYdeoPW0KSHdvjQ7AU&fref=nf