Stayfree has unveiled the latest chapter of its #BetaStayfreeLeAana campaign for Daughter’s Day, highlighting the role boys can play in normalising conversations around menstruation.
Conceptualised by Team WPP, the digital film follows Rohan, whose mother casually asks him to buy Stayfree during a game of gully cricket. While his friends react with embarrassment and teasing, Rohan treats the request as routine, reflecting an environment where periods are discussed openly at home.
The film sees Rohan address his friends’ questions around common myths and taboos, gradually helping them view menstruation as a natural part of life. It culminates with the group confidently asking a shopkeeper for sanitary pads.
Commenting on the latest campaign, Supriya Srinivasan, Marketing Director, Stayfree, said, “We aim to create a world where periods are not something to feel embarrassed about. Creating that world requires not only supporting girls but also helping boys understand that periods are completely natural and not a taboo. With ‘Beta, Stayfree Le Aana’, we show that this understanding can begin at home, through something as simple as a son helping his mother buy Stayfree. When one boy becomes comfortable doing so openly, he encourages other boys, and in turn the girls around them, to feel more comfortable too. This Daughter’s Day, we want to celebrate the role sons can play in normalizing period conversations by helping them become comfortable with the topic first. This journey of Stayfree began over five years ago, driven by one important conversation at a time, to create a future where both boys and girls understand and accept periods as a normal part of life.”
Sukesh Nayak, Team WPP, said, “How we make daughters feel about their periods isn’t shaped only by talking to girls - it’s shaped by the boys growing up alongside them. A simple action of asking sons to buy sanitary napkins, ‘Beta Stayfree Le Aana’ (Son Get Stayfree), normalises period conversations at home and now in the peer group. We know that peer influence is powerful: if boys can learn period shame from each other, they can learn empathy and understanding from each other too. Our Daughter’s Day film shows how a son standing up to casual teasing inspires his friends to see period care as entirely natural. Because when more sons get comfortable with periods, more daughters get comfortable too.”
The campaign reinforces Stayfree’s message that greater comfort among boys around periods can help create a more supportive environment for girls and women. It builds on the brand’s ‘It’s Just a Period’ platform, which has focused on normalising menstrual conversations by involving families. The campaign will roll out nationwide across YouTube, Instagram, Facebook and major OTT platforms.
