RIO is the first sanitary pad designed for women with heavy flow. The company launched its communication campaign recently. With Radhika Apte as the face of the campaign, they aim 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 their Digital Audios released with #MyBloodySecret. The same tone is carried forward in the TVC with Radhika Apte calling Heavy Flow.

The 30 sec TVC / video will be seen across multiple digital platforms and television channels that include Sun TV, Star, Zee, News18 and few more.

Rio sanitary pads come in XL size and have features such as Cottony Top Sheet, 3X More Absorption, Better Dryness, Wetness Lock, Odour Lock, Extra glue grip and provide Complete Coverage with Strong Side Leak Guards instead of wings. RIO will be available in leading retail and chemist stores and will also have an online presence on Amazon.