Whisper India has finally started showing period blood with the help of red liquid in its campaigns

• Whisper India has launched a campaign that shows period blood with red liquid, breaking the cycle of showing blue blood in TV commercials.
• Here’s hoping that more multi-corporations take note and stop misrepresenting period blood in ads.

Ever wondered why menstrual products represent period blood with a weird, clinical blue liquid? You are not alone. This patriarchal practice of misrepresenting period blood in Indian advertisements has been going on for decades. And young boys or for someone who has no knowledge of periods, these ads can make them believe, as funny as it sounds, that menstruators bleed blue and periods are effortless.

Hygiene brand Whisper India has finally taken a long-overdue decision of stopping its decades-old patriarchal and misleading practice of using blue liquid in its commercials.

In the last six months, Whisper has used red liquid to represent period blood in its campaigns.


What is great about this campaign is that it normalises period blood. It is not treated as a separate, rebellious campaign where the company tries to prove how it is revolutionary to show period blood, as period blood. It is just like any other Whisper advertisement. The truth is, it is just doing the bare minimum and treating it like it is.

Whisper India had also launched a regional campaign in May 2021 that showed period blood with the help of a red liquid.


Here’s hoping that more multi-corporations take note and stop misrepresenting period blood in ads.