The idea of RIO is to break all the stereotypes around the depiction shown about periods.

Women bleed a lot, during their menstrual cycle and most importantly they bleed RED they don't bleed BLUE . Mostly all the Sanitary Napkin Brands show blue blood , in the TVC

So, breaking the taboo, Rio has launched its TVC, showing the red blood- The face of TVC is Radhika Apte.