The awkward silence during sanitary napkin ads probably tops the chart for ‘Awkward T.V. Moments With Family’. This hush-hush attitude towards biological routines of the female body seems to be changing. Bodyform was hailed for being the first brand that does not show menstrual blood as a coy blue solution. Now they happen to be the first brand to have shown sanitary napkins being placed where they are supposed to be placed, on a woman’s underpants. Here’s the ad that’s creating history.

It’s a start, let’s hope. After all, it does seem the audience is no longer terrified of periods.