Kiara Advani joins Stayfree to challenge the ‘Act’ of period discomfort in new campaign

Stayfree, one of India’s leading brands in women’s menstrual hygiene launches its latest brand campaign for Stayfree Secure XL with its brand ambassador and Bollywood’s superstar Kiara Advani. In its latest campaign, Stayfree Secure XL challenges a long-standing reality faced by women where they brave on during periods with an ‘act’ like nothing’s wrong while in reality they may be struggling with discomfort and surrounding challenges.

In the campaign film, Kiara Advani reflects on her acting journey, which began surprisingly much before movies but ‘acting’ comfortable from her first period. In the campaign, Kiara highlights common struggles faced by millions of girls and women during their period, acting jovial in social settings despite constant worry about leakage, dealing with discomfort during long journeys or dealing with skin irritation often caused by pads.

But with Stayfree Secure XL’s unique LeakLock technology and clinically tested nonirritant cover[1], which offers up to 12 hours protection and comfort[2] *, 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’.

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, said: “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.”

Advani 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 – Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Jyotsna Mohanty, Baskar Thevar Subbiah, Jena Shah, Kanchi Undevia, Darshika Kapadia
Business – Saad Khan, Pooja Mehta, Snehal Wasnikar, Kanchan Joshi
Strategy – Shashank Lanjekar, Atreyi Nag, Tanvi Agrawal
Films – 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