Stayfree tackles period sleep gap in new film

Periods bring many concerns – discomfort, fear of leakage and sleepless nights. However, most women do not realise that period nights have significantly different needs compared to period days. When these needs are not met, sleep quality can suffer, with fatigue often carrying into the next day and leading to drowsiness. Research shows that nearly 67 percent of women experience sleep deprivation on some nights during their period, adding to their discomfort.

Addressing this, Stayfree®, one of India’s leading menstrual hygiene brands, has unveiled its latest digital campaign for Stayfree® Secure Nights. The campaign highlights the need for a dedicated night pad to help menstruating girls and women wake up feeling fresh after uninterrupted, restful sleep.

The film centres on a key behavioural insight: many women treat day and night the same, often using the same type of sanitary pad throughout their cycle. As a result, they frequently wake during the night to check for leaks, only to find themselves feeling fatigued and dozing off at random times the following day.

The film demonstrates how choosing the right protection for period nights can improve the next day’s experience. Stayfree® Secure Nights features NightLock™ Technology, designed to effectively absorb menstrual flow and help prevent leaks through the night. With 2x better coverage, a wider back and a soft, comfortable feel, it provides reliable night-time protection so women can sleep peacefully.

Manoj Gadgil, Vice President, Marketing and Essential Health Business Unit Head, Kenvue, said: “As a brand, we know that many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. We designed Stayfree® Secure Nights to address specific night-time needs, with a superior pad featuring NightLock™ Technology and a wider back3 providing up to 100% leakage protection4 while sleeping. Through our latest campaign, we encourage women to recognize the difference between day and night protection and make the simple switch to a Stayfree® Secure Nights pad, so they can wake up feeling well-rested and ready to take on the day.”

The campaign will be seen across YouTube, Meta and leading OTT channels educating consumers about opting the right pad for peaceful sleep at night.