Stayfree®, one of India’s leading brands in women’s menstrual hygiene, has unveiled its latest brand campaign for Stayfree Secure XL, featuring Bollywood superstar and brand ambassador Kiara Advani. The campaign challenges a long-standing reality that many women experience—putting on an act of normalcy during their periods, even when they are dealing with discomfort, irritation, or the fear of leaks.
The campaign film takes a unique and personal approach, with Kiara Advani reflecting on her own journey as an actor—one that, she realizes, began long before she entered films. Like many girls, she learned to “act” comfortable from her very first period, masking her unease and pushing through situations where she wished she could simply feel at ease.
Through relatable scenarios, the campaign sheds light on the everyday struggles millions of women face during menstruation—pretending to be carefree in social settings despite constantly worrying about leaks, enduring discomfort during long commutes, and managing skin irritation caused by pads. By highlighting these realities, Stayfree Secure XL reinforces its commitment to providing superior protection and comfort, ensuring that women no longer have to “act” comfortable, but can truly feel at ease during their periods.
But with Stayfree Secure XL’s unique LeakLock technology and clinically tested nonirritant cover, which offers up to 12 hours protection and comfort *, women can drop the act and truly stay comfortable during their periods without worrying about stains or skin irritation. The campaign highlights the role of pads with clinically tested non-irritant cover in enhancing the period experience, after all, when ‘Pads are comfortable, periods are comfortable’.
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.”
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.
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.”
