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Tag: Radhika Apte

  • Tisca Chopra’s Saali Mohabbat finds a home on ZEE5

    Tisca Chopra’s Saali Mohabbat finds a home on ZEE5

    MUMBAI: Tisca Chopra is ready to step behind the camera with her directorial debut feature, Saali Mohabbat, a ZEE5 Original set to premiere later this year. Featuring Radhika Apte, Divyenndu Sharma, and Anurag Kashyap in lead roles, the film is produced by Jio Studios and Manish Malhotra’s Stage5 Production, marking the celebrated designer’s first venture into digital cinema.

    After an acclaimed run at film festivals including IFFI and the Chicago South Asian Film Festival, Saali Mohabbat is all set for its digital debut on ZEE5. Billed as a genre-bending ‘how-dunnit’, the story follows Smita (Radhika Apte), a small-town housewife whose seemingly ordinary life spirals into a dark maze of deceit, desire, and moral conflict. What begins as a domestic drama slowly unfolds into a chilling tale of love, betrayal, and blurred truths.

    Tisca Chopra, known for her powerful on-screen performances, brings a sharp and empathetic gaze to her first feature as director. “With Saali Mohabbat, I wanted to tell a story that’s intimate yet unsettling, one that explores the invisible tensions in relationships and the ways love can morph into something darker,” she said. “Directing this film has been both terrifying and liberating, and I’m deeply grateful to my collaborators for trusting my vision.”

    Producer Manish Malhotra described the project as a deeply personal one. “At Stage5, we back stories that are original in thought and strong in craft. Saali Mohabbat is layered and quietly powerful, exploring silence, choices, and consequence. Every frame reflects the team’s shared commitment to storytelling with purpose and soul,” he said.

    Jio Studios president Jyoti Deshpande added, “We are proud to support bold voices like Tisca’s and to collaborate with creative forces such as Manish Malhotra. Saali Mohabbat is a perfect blend of emotional depth and cinematic finesse, a story that will resonate deeply with audiences.”

    ZEE5 business head Hindi Kaveri Das said, “We’re thrilled to bring Saali Mohabbat to ZEE5 viewers. It’s not just a thriller, but a deeply human story that challenges conventions and keeps you hooked till the very end.”

    With its blend of psychological intrigue, striking performances, and Tisca Chopra’s assured direction, Saali Mohabbat promises to be one of this year’s most compelling digital premieres, a love story that cuts deep and lingers long after the credits roll.
     

  • Zee5-Jio Studios join forces to launch Hisaab Barabar and Mrs.

    Zee5-Jio Studios join forces to launch Hisaab Barabar and Mrs.

    MUMBAI: Last year’s collaborations had the internet buzzing, and this year, the trend isn’t slowing down!

    Zee5, India’s beloved homegrown streaming giant, has joined forces with Jio Studios, the media powerhouse of Reliance Industries, to unveil not one but two exclusive cinematic gems.

    Get ready for a rollercoaster of emotions as Hisaab Barabar and Mrs. bring larger-than-life storytelling right to your screens.

    With Hisaab Barabar premiering on 24 January in Hindi, Tamil, and Telugu, and the release date for Mrs. just around the corner, this dynamic partnership promises to redefine entertainment for fans across India.

    Hisaab Barabar, a satirical social drama starring R. Madhavan, takes a hard-hitting yet humorous approach to the issue of financial fraud. The film follows a common man’s relentless fight to expose a corporate bank’s billion-dollar scam.

    Mrs., featuring Sanya Malhotra, explores the nuanced journey of a housewife navigating societal expectations and personal struggles, promising a poignant blend of drama and resilience.

    These films aim to elevate Zee5’s already robust portfolio of impactful and entertaining content.

    Zee5 chief business officer, Sivakumar Chinnasamy highlighted the platform’s commitment to offering premium content, “At Zee5, we are driven by the goal of providing high-quality and engaging content. Our partnership with Jio Studios brings two remarkable films—Hisaab Barabar and Mrs.—to our subscribers. These films embody meaningful storytelling that resonates deeply with audiences. We remain committed to expanding our rich content library and delivering innovative narratives.”

    Jio Studios COO & CFO, Priyanka Chaudhary added, “We’ve had an exceptional 2024 and are thrilled to collaborate with Zee5 to bring cinematic gems like Mrs. and Hisaab Barabar to audiences. Mrs. has garnered acclaim at prestigious festivals, and Hisaab Barabar delivers a bold narrative on financial corruption. This partnership marks a new chapter in delivering high-quality, engaging content to viewers.”

    With rising demand for original and diverse stories, Zee5 continues to enhance its portfolio by collaborating with leading studios like Jio Studios. This partnership underscores Zee5’s role as a pioneer in delivering premium and thought-provoking entertainment to Indian viewers.

  • Radhika Apte becomes the face of Manforce epic ThinX condoms

    Radhika Apte becomes the face of Manforce epic ThinX condoms

    Mumbai: Under the umbrella of Manforce- India’s No.1 condom brand, Epic Condoms, has roped in Radhika Apte as its official brand ambassador.

    The brand has unveiled the latest campaign with Radhika Apte that emphasizes the importance of female pleasure and choosing the right condom for themselves. Conventionally, the choice of condoms has been a prerogative of men, making it a sensitive and often avoided subject among women. Many women feel discomfort when discussing this matter, a challenge that persists even today.

    The brand aims to bring a paradigm shift in the mindset through this campaign. It empowers the women to come to the forefront. The film emphasises never compromise on pleasure, protection, and comfort. This decision should not be left to anyone but should be made jointly by both partners.

    It’s a powerful reminder that women should never hesitate to choose what’s right for them including the choice of condom because it’s them only who bear the consequences if quality is compromised.

    The brand has launched the Epic ThinX Condom, which is ultra-thin, free from harsh chemicals and is just 0.03 mm thin. It offers a natural feel and is completely vegan with innovative easy peel packaging.

    Speaking about the campaign, Mankind Pharma managing director and vice chairman Rajeev Juneja said, “We aim to educate our audience about the importance of choosing the right condom. The campaign highlights that sexual intimacy involves a deep connection between partners, and making informed choices about protection should not be left to anyone else. We are delighted to have Radhika Apte on board, and we strongly feel that Radhika is a complete fit for the brand.”

    Commenting on the partnership, Radhika Apte said, “I am thrilled to be the face of Epic ThinX Condoms. My first-ever campaign with Manforce Epic Condom is truly exciting because it not only focuses on promoting safe sex but also emphasizes the importance of making informed choices about one’s sexual health. It’s crucial for people, especially women, to feel empowered to choose the condom that best suits their needs and preferences. I believe this campaign will inspire many to take control of their sexual wellness and make decisions that prioritize their comfort and pleasure”.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Epic Condoms (@epiccondoms)

     

  • Filmfare OTT Awards fourth edition nominees unveiled: Celebrating the best in the OTT world!

    Filmfare OTT Awards fourth edition nominees unveiled: Celebrating the best in the OTT world!

    Mumbai: Brace yourself for the return of the ultimate recognition in the world of OTT as Filmfare – an entertainment media brand returns with its fouth edition of the Filmfare OTT Awards. After the successful three seasons of its highly acclaimed property, the brand continues to celebrate the geniuses behind the characters that touched hearts, the stories that left a mark. This year, the awards set a new record with 38 categories and over 450 entries, showcasing excellence as the focal point for the finest in the industry.

    While Gajraj Rao, Pankaj Tripathi, Jim Sarbh, Vijay Varma, Aparshakti Khurrana and others have been nominated for their gripping performances in the OTT world; talented actresses such as Radhika Apte, Shweta Tripathi, Tripti Dimri, Shriya Pilgaonkar are nominated for their highly acclaimed performance for their respective show/film. Hindi Cinema’s stellar actors Anil Kapoor, Shahid Kapoor and Aditya Roy Kapur are nominated for their brilliant screen time in The Night Manager, and Bloody Daddy respectively. Veteran actresses Ratna Pathak Shah and Dimple Kapadia and other distinguished actresses Kajol, Alia Bhatt, Shefali Shah, Sonakshi Sinha amongst others have been nominated for their captivating performance across categories for their series/film.  Jubilee, TVF Pitchers Season 2, and Darlings have swept the nominations in their respective genres as Best Series (Drama), Best Series (Comedy), and Best Film (Web Original). With these celebrated names, get ready for the ultimate celebration of India’s OTT sensations with the Filmfare OTT Awards 2023!

    Reliving the magic of the most coveted celebration, where every nomination deserves a standing ovation, this year, the awards expanded the ceremony by introducing technical categories for the OTT films section. These categories acknowledge the behind-the-scenes brilliance that enhances the storytelling experience.

    The coveted awards will be held on 26 November 2023 at the prestigious Taj Lands End, Mumbai. The hosts of the evening are Kubbra Sait and Sharib Hashmi, who are all set to entertain the audience with their wit and charm.

    Filmfare OTT Awards 2023 is co-powered by Hyundai Motor India, AJIO, and Film Bandhu – Government of Uttar Pradesh, in association with Fura Gems. The coveted will honour creative excellence across Hindi web original shows and films released between  1 August 2022, to 31 July 2023. Fans can watch the show on Filmfare.com and on its social media touchpoints.

    Here is the complete nomination list –

    Best Series:

    Asur 2
    Dahaad
    Farzi
    Jubilee
    Kohrra
    Rocket Boys Season 2
    School of Lies
    Scoop
    The Night Manager
    Trial by Fire

    Best Director, Series:

    Abhay Pannu (Rocket Boys Season 2)
    Avinash Arun Dhaware (School of Lies)
    Hansal Mehta (Scoop)
    Prashant Nair, Randeep Jha (Trial by Fire)
    Raj Nidimoru and Krishna D.K (Farzi)
    Randeep Jha (Kohrra)
    Reema Kagti and Ruchika Oberoi (Dahaad)
    Tanuj Chopra (Delhi Crime Season 2)
    Vikramaditya Motwane (Jubilee)

    Best Actor, Series (Male): Drama

    Aamir Bashir (School of Lies)
    Abhay Deol (Trial by Fire)
    Aditya Roy Kapur (The Night Manager)
    Anil Kapoor (The Night Manager)
    Aparshakti Khurana (Jubilee)
    Jim Sarbh (Rocket Boys Season 2)
    Pankaj Tripathi (Criminal Justice- Adhura Sach)
    Shahid Kapoor (Farzi)
    Sidhant Gupta (Jubilee)
    Suvinder Vicky (Kohrra)
    Vijay Varma (Dahaad)

    Best Actor, Series (Female): Drama

    Dimple Kapadia (Saas, Bahu Aur Flamingo)
    Kajol (The Trial)
    Karishma Tanna (Scoop)
    Rajshri Deshpande (Trial by Fire)
    Shefali Shah (Delhi Crime Season 2)
    Sonakshi Sinha (Dahaad)
    Wamiqa Gabbi (Jubilee)

    Best Supporting Actor, Series (Male): Drama

    Barun Sobti (Kohrra)
    Bhuvan Arora (Farzi)
    Gulshan Devaiah (Dahaad)
    Harman Baweja (Scoop)
    Mohammed Zeeshan Ayyub (Scoop)
    Prathamesh Parab (Taaza Khabar)
    Prosenjit Chatterjee (Jubilee)
    Saswata Chatterjee (The Night Manager)

    Best Supporting Actor, Series (Female): Drama

    Harleen Sethi (Kohrra)
    Nimrat Kaur (School of Lies)
    Radhika Madan (Saas, Bahu Aur Flamingo)
    Rasika Dugal (Delhi Crime Season 2)
    Shweta Tripathi (Kaalkoot)
    Tillotama Shome (Delhi Crime Season 2)
    Tillotama Shome (The Night Manager)

    Best Actor, Series (Male): Comedy

    Abhishek Banerjee (The Great Weddings of Munnes)
    Amol Parashar (TVF Tripling S3)
    Atul Kulkarni (Happy Family *Conditions Apply)
    Bhuvan Bam (Rafta Rafta)
    Johnny Lever (Pop Kaun?)
    Kunal Kemmu (Pop Kaun?)

    Best Actor, Series (Female): Comedy

    Aadhya Anand (Crushed Season 2)
    Juhi Parmar (Yeh Meri Family S2)
    Maanvi Gagroo (TVF Tripling)
    Ratna Pathak Shah (Happy Family *Conditions Apply)
    Srishti Ganguli (Rafta Rafta)

    Best Supporting Actor, Series (Male): Comedy

    Arunabh Kumar (TVF Pitchers S2)
    Kumud Mishra (TVF Tripling S3)
    Kunaal Roy Kapur (TVF Tripling S3)
    Naman Jain (Crushed Season 2)
    Purav Jha (Ishq Next Door)

    Best Supporting Actor, Series (Female): Comedy

    Ahsaas Channa (Hostel Daze S3)
    Shernaz Patel (TVF Tripling S3)
    Shilpa Shukla (Taaza Khabar)
    Sunita Rajwar (The Great Weddings of Munnes)
    Swati Das (Happy Family *Conditions Apply)

    Best Comedy (Series/Specials)

    Crushed
    Farzi Mushaira
    Half Pants Full Pants
    Happy Family *Conditions Apply
    Hostel Daze S3
    TVF Pitchers S2
    TVF Tripling S3

    Best Non-Fiction Original, Series/Special

    Cinema Marte Dum Tak
    Dancing on the Grave
    Mumbai Mafia: Police vs Underworld
    Playground 2
    The Fabulous Lives of Bollywood Wives- Season 2
    The Romantics

    Best Film, Web Original

    Babli Bouncer
    Darlings
    Gulmohar
    Kathal
    Lost
    Monica, O My Darling
    Qala
    Sirf Ek Bandaa Kaafi Hai

    Best Director, Web Original Film

    Aniruddha Roy Chowdhury (Lost)
    Apoorv Singh Kuki (Sirf Ek Bandaa Kaafi Hai)
    Jasmeet K Reen (Darlings)
    Konkona Sen Sharma (Lust Stories 2)
    Rahul V. Chittella (Gulmohar)
    Vasan Bala (Monica, O My Darling)

    Best Actor, Web Original Film (Male)

    Diljit Dosanjh (Jogi)
    Manoj Bajpayee (Gulmohar)
    Manoj Bajpayee (Sirf Ek Bandaa Kaafi Hai)
    Rajkummar Rao (Monica O My Darling)
    Shahid Kapoor (Bloody Daddy)
    Varun Dhawan (Bawaal)
    Vijay Varma (Darlings)

    Best Actor, Web Original Film (Female)

    Alia Bhatt (Darlings)

    Huma Qureshi (Monica O My Darling)

    Janhvi Kapoor (Bawaal)

    Sanya Malhotra (Kathal)

    Sharmila Tagore (Gulmohar)

    Tamannaah Bhatia (Babli Bouncer)

    Tripti Dimri (Qala)

    Yami Gautam (Lost)

    Best Supporting Actor, Web Original Film (Male)

    Ayush Mehra (Kacchey Limbu)
    Gajraj Rao (Maja Ma)
    Pankaj Kapur (Lost)
    Rajat Barmecha (Kacchey Limbu)
    Sharib Hashmi (Tarla)
    Suraj Sharma (Gulmohar)

    Best Supporting Actor, Web Original Film (Female)

    Amruta Subhash (Lust Stories 2)
    Radhika Apte (Monica O My Darling)
    Shefali Shah (Darlings)
    Shriya Pilgaonkar (Ishq-E-Nadaan

  • Zee5 announces its next thriller ‘Forensic’

    Zee5 announces its next thriller ‘Forensic’

    Mumbai: Building on its success with thrillers, Zee5 has announced its next project “Forensic” featuring Vikrant Massey and Radhika Apte. The psychological thriller also stars Prachi Desai, Vindu Dara Singh, and Rohit Roy in pivotal roles.

    Directed by Vishal Furia, “Forensic” is the Hindi remake of a Malayalam film of the same name and is set to premiere on Zee5 this year. It is produced by Mini Films and Soham Rockstar Entertainment.

    2022 saw a slew of thrillers including “Mithya,” “Love Hostel,” “Bloody Brothers,” and a glimpse of “Abhay 3” premiering on the platform.

    “Thrillers have been one of our best performing genres. In fact, starting 2022 we have introduced successful titles like Mithya, Love Hostel, Bloody Brothers, along with the upcoming Abhay 3,” said Zee5 India CBO Manish Kalra. “With this particular genre witnessing an overwhelming response from audiences, we’ve taken a concerted effort to diversify our content slate further with respect to thrillers as a category. In line with this strategy, we are happy to bring yet another intriguing title Forensic, with a prominent star-cast for our viewers.”

    “Forensic is one of those projects where we just knew that we had to make it. The film is a complete edge-of-the-seat thriller that will keep you hooked. ZEE5 has given a platform to many unique and important stories, and it has a wide reach globally so we are excited to be presenting ‘Forensic’ on this platform,” added producer Deepak Mukut.

    “A milligram of DNA can reveal the identity of a person. Forensic is a taut thriller with twists that will surprise and facts that will shock the viewers,” remarked director Vishal Furia.

  • ShortsTV opens entries for Best of India Short Film Festival

    ShortsTV opens entries for Best of India Short Film Festival

    Mumbai: ShortsTV, a 24×7 linear and OTT HD channel dedicated to short form video entertainment has announced the fifth edition of Best of India Short Film Festival. Aimed at providing global recognition to the works of Indian film makers, the festival gives winners the opportunity for Oscar consideration, a Hollywood theatrical release, and television broadcast deal with ShortsTV.

    The previous editions saw an overwhelming response with 2000+ entries every season and participation from Bollywood’s leading actors and directors including Prakash Jha, Vidya Balan, Naseeruddin Shah, Jackie Shroff, Radhika Apte, and Neena Kulkarni among others.

    Top five films shortlisted from the entries will win a theatrical release in Hollywood, while also qualifying for Oscar consideration. Additionally, they will be eligible for a television broadcast deal on ShortsTV. Leading up to the finale week, the festival will screen top 15 films for two days on ShortsTV.

    ShortsTV chief executive Carter Pilcher said, “2022 will be the year of Short films, and we are excited to launch the fifth edition of the Best of India Short film festival. This festival is the bedrock of our international hunt for the world’s finest short filmmakers and last year’s worldwide winner ‘Highway Nights’ came right here from India. This year we’re expecting even more exciting films and are excited to launch the careers of more great filmmakers.”

    “Short films are fast emerging as the preferred mode of entertainment for viewers across the globe. ShortsTV has always endeavoured to champion filmmakers and this festival has been helping Indian filmmakers to showcase their creativity to audiences across the globe. With the fifth edition of Best of India Short Film Festival, we are excited to bring together India’s best short films on a single platform and making their presence bigger than ever,” added ShortsTV president – Asia and festival director Tarun Sawhney.

    To be eligible for the competition entries need to be ‘narrative’ live action short films with a total running time of 40 minutes or less. It is necessary for either the writer, director or producer to be from India. The film should be presented in High Definition (HD) or DCP format. All films in a regional language (other than English) must include English subtitles. The last date for submission is 30 April, said the statement.

  • Sanfe onboards Radhika Apte as brand ambassador

    Sanfe onboards Radhika Apte as brand ambassador

    Mumbai: Feminine hygiene and intimate skincare brand Sanfe has signed on actor Radhika Apte as brand ambassador. With Apte on board, the brand hopes to focus on raising awareness on the importance of feminine intimate skincare, health, and sexual hygiene.

    Being unapologetically vocal for the right issues and causes as well as her bold outlook makes Radhika a perfect fit for being the face and voice for Sanfe, said the brand in a statement. “An encouraging voice like Radhika’s will help women choose Sanfe for their various silent and unnoticed, often unserved concerns,” it added.

    “Having Radhika on board gives us a sense of great confidence that we are on the right path towards being that solution to several silent needs of women,” said Sanfe co-founder Harry Sehrawat. “We visualise a modern world where women can openly choose to take care of their needs themselves and Radhika embodies that woman who our community of women can take inspiration from.”

    “Women today are openly acknowledging body positivity and confidence. This change is further fuelled by Sanfe which offers the choice of quality products and solutions across a women’s body cycle,” said Radhika on the brand association. “I applaud the insight and resulting range of products Sanfe has to offer which provide solutions to what we all needed but never thought to demand.”

    The products are available on Sanfe website as well as e-commerce platforms like Nykaa, Amazon, and Flipkart.

  • mCaffeine says get ‘Addicted to Good’ in latest campaign

    mCaffeine says get ‘Addicted to Good’ in latest campaign

    Mumbai: Caffeinated personal care brand mCaffeine has collaborated with actors Radhika Apte, Shruti Hassan, and Vikrant Massey for its upcoming campaign to help establish an ‘addiction’ to all the good caffeine can do. The brand film is targeted towards the Gen Z audience while communicating the D2C brand’s ‘Addicted To Good’ proposition.

    “Given the rising awareness about personal care, with our ‘Addicted To Good’ campaign, we aim to emphasise the benefits of our hero ingredient and solidify mCaffeine’s position as India’s most favourite caffeinated personal care brand,” said mCaffeine CEO & co-founder Tarun Sharma. “The proposition comes from the human insight that we are essentially creatures of habit that favour repetition. A single good habit can often lead to another, starting a chain of goodness. Representing the young and energetic go-getters who the brand’s products are made for, the three ambassadors will share the goodness of caffeine with everyone – along with the good that the brand does at large.”

    Aside from opposing animal testing, the colour, the gender-neutral brand promotes clean, sustainable living. With the ‘Addicted To Good’ message, mCaffeine aims to inspire the audience to unearth their full potential and be the best version of themselves – because feeling good is everyone’s right, said the brand.

    “For me, personal care is not just limited to outer appearance but a feeling of goodness from within. I have personally been a mCaffeine user, and I stand by the ideology of the brand. mCaffeine – 100% natural, vegan, cruelty-free, and with zero plastic footprint – has consistently made a meaningful impact in today’s world by supporting addiction to the goodness of caffeinated personal care products,” said Shruti Hassan.

    “Looking at the growing consciousness of today’s millennials, I believe that we all must pledge to products that make us addicted to not just a good regime but also a good environment,” said Radhika Apte.

    Vikrant Massey added, “The pandemic has brought me closer to myself and my personal care routine, and I think that’s the scenario with everyone. Consumers are looking for an impactful factor in every choice they make, and a brand like mCaffeine, in today’s time, is making it easily possible for them with their consistent efforts.”

  • 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