Over the years, we have seen women move around with utmost ease in advertisements during ‘those days of the month’. Then why does their ‘happiest self’ get them questioning about why they don't feel the same way?
Conversations around the emotions women go through during menstruation have rarely been discussed in advertisements with a realistic approach. So has been the case for premenstrual and post-menstrual syndrome, followed by menopause that have also been under the wraps.
However, femtech brand Nua recently addressed the same issue in its ad featuring Deepika Paduk1. It aimed at breaking stereotypes around the happily dancing women on their period, shown in cliche sanitary napkin ads.
In 2020, Nobel Hygiene‘s advertisement featuring actor Radhika Apte showcased her explaining about period flows for Rio pads. The ad film highlighted the true colour of ‘periods’, i.e. ‘Red’ instead of the blue gel shown on sanitary napkins to test its absorption capacity.
This bold move rattled some consumers and got them lodging a complaint with the Advertising Standards Council of India (ASCI). ASCI requested modifications which included ‘toning down the showcase of blood’ at the end of the film.
Secondly, the image of blood absorbed by the pad came across as ‘striking’ to the eyes and also raised concerns among the viewers.
The very fact that realistic ads around menstruation still manage to enrage viewers shows how it is still considered a very delicate topic of discussion.
Currently, we are coming across a host of ad films that are trying to start conversations around periods, which is otherwise considered as a taboo. Only time will tell whether the ad films will leave a mark as impactful as the ‘red stain’.
We would love to hear your feedback. Do reach us oncontactus@etthose days.com or kashmeera.s@timesinternet.in or prasad.s@timesinternet.in. Happy reading!
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