Posted on by Raihan Hadi
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Road to APPIES APAC 2022: “India! Periods Are Red, Not Blue” – The Womb’s Gold winner at APAC Effies 2021
18 Oct
The Womb Communications brought home two gold Effies this year for their work on ‘India! Periods are red not blue’ and ‘It’s okay to pee in your pants’, both under the Healthcare category.
Both Gold winning campaigns were created for Nobel Hygiene.
The agency was also the runner-up for Independent Agency of the Year.
Campaign Synopsis
Rio Heavy Flow Pads Nobel Hygiene changed the face of Indian Advertising by launching their TVC with this campaign, which resolved the decades-old and misleading practice of showing blue liquid instead of blood.
Rio Pads became the first product in India 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% 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 during early 2020 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 did not succeed and Rio Pads have been allowed to air the advertisement with minor modifications in the second phase of the launch.
Kawal Shoor, Co-Founder of The Womb Communications, commented – “Effectiveness awards are the ones that matter to us. And winning an APAC Effies is quite an achievement as your entry competes with the best in Asia and Australia/NZ. And then to win a gold is something else. And then to win the only two golds for the country makes us super proud. And to top it all, to finish among the Top 2 independents in Asia! Wow!”
APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.
Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
