Stayfree®, one of India's leading brands in women's menstrual hygiene, has launched a fresh brand campaign for Stayfree Secure XL, featuring Bollywood superstar Kiara Advani. The campaign challenges a longstanding reality faced by women, where they ‘act’ comfortable during their periods while actually struggling with discomfort and leakage concerns.
In the campaign film, Kiara reflects on her acting career, which, surprisingly, began long before her movies – from her first period. Kiara discusses the common struggles faced by women and girls during menstruation, such as pretending to be at ease in social settings despite worrying about leakage, experiencing discomfort during long journeys, and battling skin irritation from pads.
However, Stayfree Secure XL’s unique LeakLock technology and clinically tested non-irritant cover offer up to 12 hours of protection and comfort, allowing women to stop ‘acting’ and truly stay comfortable without worrying about stains or skin irritation. The campaign underscores how comfortable pads can transform the period experience – "when pads are comfortable, periods are comfortable."
Commenting on the campaign's insights, Manoj Gadgil, Vice President, Marketing and Business Unit Head- Essential Health & Skin Health at Kenvue, said, “At Stayfree®, we know that periods can be difficult. Despite constant worry about leakage and discomfort from skin irritation, girls and women put up an act braving through their days as normal. It is a period reality we acknowledge and that’s why at Stayfree®, we are committed to offering women superior products that provide comfort with our clinically tested non-irritant cover and also long-lasting protection which improves their period experience. Our latest campaign for Stayfree XL with Kiara Advani highlights a simple insight, when pads are comfortable, periods are comfortable. Stayfree XL is designed to give women the confidence to move freely, without worry of leakage or discomfort.”
Harshada Menon and Siddhesh Khatavkar, Executive Creative Directors at DDB Mudra, shared, “For years, we’ve been conditioned to act comfortable on our periods, even when we are not. It’s time we normalise everything that comes with periods. We used the creative device of an actor talking about acting on periods to deliver a strong message.”
Speaking about the campaign’s impact, Kiara Advani, Brand Ambassador for Stayfree XL, added, “Periods should never stand in the way of our dreams, confidence, or comfort. I still remember my first period - it was a new chapter in my life, but it also meant learning to ‘act’ like everything was normal despite the discomfort. With Stayfree XL’s unique technology and comfortable protection, period days feel just as easy as any other.”
The new campaign, now live, will be showcased across leading television and social media platforms, including YouTube and Meta, in various regional languages.
