The mystery of the blue liquid: Why do sanitary pad ads still use blue liquid instead of blood?

Every month, millions of women and menstruating individuals experience periods. They deal with cramps, fatigue, mood swings, leaks, anxiety and, for many, the fear of being judged. Yet, if television advertisements are to be believed, menstruation is nothing more than a cheerful day dressed in white, where women dance, run marathons and smile without discomfort.

For generations, sanitary napkin advertisements have been one of the few mainstream sources of information about menstruation in India. But instead of encouraging honest conversations, many of these campaigns have often presented an unrealistic picture of periods, reinforcing myths and silence around a natural biological process.

A reality hidden behind a smile

Imagine a teenage girl getting her first period in school. She is confused, frightened and unsure whom to approach. Or a working woman trying to attend meetings while battling severe cramps. These experiences are common, yet they are rarely reflected in advertisements.

Instead, viewers often see women happily climbing mountains, dancing in white trousers or winning competitions simply because they are using a particular sanitary pad.

Such portrayals may help sell products, but they do little to acknowledge the physical and emotional challenges many menstruating people face every month.

Periods are not illnesses, but they are not effortless either. For some, menstruation involves debilitating pain, hormonal changes, heavy bleeding or medical conditions such as endometriosis or polycystic metaboliy syndrome (PCOS), recently renamed as Polyendocrine Metabolic Ovarian Syndrome (PMOS). Ignoring these realities creates unrealistic expectations and discourages open conversations.

The mystery of the blue liquid

Perhaps the most recognisable feature of sanitary pad advertisements is the blue liquid poured onto pads to demonstrate absorbency.

The question many people have asked over the years is simple: Why blue?

Films and television programmes routinely show red blood in scenes involving injuries. First-aid advertisements use red liquid. Yet menstrual blood is almost always replaced with blue.

Critics argue that this visual choice unintentionally suggests that menstrual blood is something too shameful or offensive to be shown, reinforcing the long-standing stigma around periods.

In recent years, some international campaigns have begun using red liquid instead, stating that menstruation should not be treated differently from any other bodily function.

More than just a 'women's issue'

Another criticism of traditional menstrual product advertising is its limited representation.

Most advertisements feature young, fair-skinned, able-bodied, urban women, creating the impression that menstruation looks the same for everyone.

In reality, menstrual experiences vary across economic backgrounds, regions and identities. Many people struggle to access affordable sanitary products or clean sanitation facilities. Others continue to face restrictions during menstruation, including exclusion from religious places, kitchens or social events.

Experts have also pointed out that not everyone who menstruates identifies as a woman, while not all women menstruate. More inclusive language and representation can help reduce stigma for transgender men and gender-diverse individuals who also experience periods.

The culture of hiding

Many advertisements focus on concealing periods rather than normalising them.

The messaging often revolves around hiding stains, eliminating odour, carrying pads discreetly and ensuring that nobody notices a person is menstruating.

While maintaining hygiene is important, critics argue that constantly associating periods with secrecy can make menstruation seem embarrassing or "unclean."

This sense of shame often begins at a young age.

Many girls recall hiding sanitary pads inside notebooks, whispering to friends when asking for one or feeling embarrassed if a stain appeared on their clothes. These experiences are shaped not only by family or society but also by the messages repeatedly reinforced in popular media.

Signs of change

Around the world, some brands have begun challenging these stereotypes.

Campaigns by companies such as Bodyform, Libresse and Thinx have portrayed menstruation more realistically by using red liquid instead of blue, acknowledging cramps and emotional changes, and showing periods as a normal part of everyday life rather than something to hide.

These advertisements have also depicted men buying menstrual products, friends openly sharing pads and conversations about periods without embarrassment, helping normalise discussions that were once considered taboo.

Although such portrayals are still relatively uncommon in India, they have sparked conversations about how advertising can influence social attitudes.

Beyond selling products

Advertising is one of the most powerful storytelling tools in modern society. It does not merely promote products; it shapes perceptions, especially among young audiences encountering information for the first time.

A more honest portrayal of menstruation could encourage girls to seek help without fear, educate boys about periods as a normal biological process and contribute to breaking generations of silence.

Showing the reality of periods does not require sensationalism. It simply requires authenticity.