India, Feb 2021: This month, our PRBI member from India – Nucleus PR took home the gold at the prestigious annual IPRCCA awards based out of the country. The team won in the Crisis Management category for their work on RIO Pads (Nobel Hygiene Pvt Ltd).
RIO Pads became the first product in the country to show menstrual blood as red on a television campaign, 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. The category practice was to show blue colored water, which is not an indication about either the color or the thickness and hence absorption.
The period positive approach had complaints raised to the apex advertising governing body – ASCI (Advertising Standards Council of India) resulting in the campaign being paused. The brand dug in their heels, went through the process, and waited it out with patience. They won the fight and opened the doors for the entire industry to follow suit. The period conversation moved forward by leaps and bounds. The brand and PR team exhibited restraint and grace during this entire process. The PR team counseled the brand team every step of the way, successfully managed media narratives to showcase the positive change and is importance to the entire category.
Commenting on the same, Tarunjeet Rattan, Managing Partner, Nucleus PR said, “It is absolutely awesome and motivating to have the industry acknowledge the work we put in. It was about time we let go of industry fake codes and start having real conversations on menstruation. Start by acknowledging that we bleed red…not blue! The gold that we found at the top of the category from 650+ entries wasn’t won alone. The team – led by Chaittali Dave did exemplary work and was relentless in its pursuit of the overall vision. The man behind the brand – Kartik Johari who firmly stood his ground and believed in us. The media – that was brave enough to address this issue and followed it till the end. We at Nucleus PR are proud to be a part of the change.”
The Nucleus PR team has served over 100+ clients in the last 13 years. They currently service clients from across the country that includes Nobel Hygiene along with Vidal Health, Zolo, Onsurity, Umeed Healing, Wave, Tonic Worldwide, So Cheers, Go Evals and KIRU.
About Nucleus PR (https://nucleuspr.in/) | The 13-year-old boutique PR firm has clients across verticals and works across the country via a team of trusted professional experts. Known for its innovative approach, creative strategy and experienced counsel, the stellar team works with clients to bring about a meaningful change in their brand reputations. With its inclusion in the exclusive worldwide collaborative network of PR firms – PRBI Boutiques International, it now adds brilliant minds from 37 agencies across 13 countries to their resource pool. As the first members from the Asian sub-continent, they represent the entire region in the elite network.