MUMBAI, INDIA — Stayfree, one of India’s most trusted brands in menstrual hygiene, unveils its newest campaign for Stayfree Secure XL, with Bollywood icon Kiara Advani. In a bold take, the campaign challenges a deeply ingrained reality: women often act like everything is fine during their periods, when in reality: discomfort, worry, and irritation are constant companions.
The campaign film presents Kiara Advani reflecting on her journey as an actor. This journey started long before the cameras rolled, back when she, like so many young girls, learned to act comfortable during her period. The film spotlights the daily struggles of millions smiling through social situations despite anxiety about leaks, enduring discomfort on long journeys, and dealing with the irritation often caused by pads.
But with Stayfree Secure XL’s breakthrough LeakLock technology and clinically tested non-irritant cover1, women no longer need to pretend. Designed to offer up to 12 hours of protection and comfort2, this pad is made for real comfort—so women can move through their day with confidence, without worry, and without compromise.
Commenting on insights behind Stayfree XL’s latest campaign, Manoj Gadgil, Vice President, Marketing and Business Unit Head- Essential Health & Skin Health, 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 with 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 normalize everything that comes with periods. We used the creative device of an actor talking about acting on periods to deliver a strong message.”
Speaking on how the campaign resonated with her, Kiara Advani, Brand Ambassador, 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 goes live on today and will be seen across leading television and social media platforms like YouTube and Meta in prominent regional languages.
CREDITS
Brand: Stayfree
Agency: DDB Mudra Group
Creative Team: Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Jyotsna Mohanty, Baskar Thevar Subbiah, Jena Shah, Kanchi Undevia, Darshika Kapadia
Business Team: Saad Khan, Pooja Mehta, Snehal Wasnikar, Kanchan Joshi
Strategy Team: Shashank Lanjekar, Atreyi Nag, Tanvi Agrawal
Films Team: Jay Gaikwad, Alisha Dsouza
Production House: The Magic Box
Director: Abhishek Verman
Producers: Srikanth Kumar, Mayur Patel
Associate Producers: Neeraj Saini
Editor: Utsav Bhagat
Associate Editor: Ankit
DOP: Satchit Paulose
Production Designer: Amrita Singh
Music Director: Rahul Pasi (Jamroom)
Post Producer: Shiv Shankar Yadav
