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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 ...