Stayfree launches ProComfort Period Panty with new McCann India campaign

Stayfree®, one of India’s leading menstrual hygiene brands, today announced the launch of Stayfree® ProComfort Period Panty, further expanding its menstrual hygiene portfolio. Designed to complement existing period routines, Stayfree ProComfort Period Panty provides women reliable & ‘intuitive-use’ protection even during heavy-flow days, overnight use, long commutes and travel. Combining comfort with snug fit, superior absorption and affordable pricing like never before, Stayfree® aims to make Period Panties more accessible to Indian women.

Backed by extensive consumer research and product validation, Stayfree® ProComfort Period Panty reinforces the brand’s continued commitment to delivering innovative menstrual care solutions and provide women with ‘comfortable protection’.

Key features of Stayfree® ProComfort Period Panty
• 360° Leakage Protection: All-round protection designed to help prevent leaks from every side, regardless of sleeping or movement position. No more worrying about adjusting pads or leaks.
• Snug fit providing unmatched comfort: Air-Soft Cover and body-hugging elastic fit that feels soft, breathable, and non-bulky.
• Inclusive sizing: Available in 3 sizes M-L, L-XL, XL-XXL, to comfortably fit diverse body types.
• Affordable Access to Period Panties: Starting at just INR 50 for a pack of 2 panties Stayfree is making period panties accessible to more women across India.

Supriya Srinivasa, Marketing Director, Stayfree India, said: “Consumers are seeking greater comfort, discretion, freedom of movement and superior leakage protection from their period solutions, making period panties one of the fastest-growing segments in India’s menstrual hygiene category. However, affordability remains a key barrier to adoption for many women. With the launch of Stayfree® ProComfort Period Panty, we are bringing together 360° leakage protection, superior comfort through a snug fit, and accessible pricing in one solution, helping democratize access to this segment. At Stayfree®, we remain committed to improving the period experience for women. That means not only innovating, but also ensuring our innovations reach more women across India. This holds true for Stayfree ProComfort Period Panty so consumers can experience the confidence, comfort and freedom that it can offer.”

Dr. Dilip Tripathi, Head for Women’s Health Research & Development, Kenvue, added: “Through our consumer understanding work, we recognized that while period pants offer unique benefits, many women remain concerned about bulkiness, comfort, fit, and reliability during extended wear. This insight guided our development efforts toward creating a solution that delivers both protection and comfort without compromise. Stayfree ProComfort Period Panty leverage advanced absorbent technology, optimized material selection, and a body-conforming snug fit design to help provide reliable leakage protection while maintaining comfort and discretion. Our focus was to engineer a product that better aligns with women’s evolving lifestyles, enabling them to stay confident and comfortable throughout their day.”

To support the launch, Stayfree® will roll out an integrated marketing campaign around period panties across digital and social media platforms. Conceptualised by McCann India, part of Omnicom Advertising India, the film creatively addresses the unspoken period habit of ‘Sitting Me Abhi Adjustment highlighting the constant physical discomfort which women experience from the fear of period leaks and stains. Set across relatable daily moments, whether a women is in office, or in a bus, or a movie theatre, the film brings alive the anxiety women face on period days; as seats magically transform into uncomfortable structures of narrow, dark red chairs that force women into awkward seating positions to highlight discomfort and constant pad adjustment to avoid stains and leaks. The narrative shifts when a friend introduces them to Stayfree® Period Panty 360° equipped with Leakage Protection, Snug Fit, and Air Soft Cover, offering day-long comfortable protection against leaks; empowering her to sit comfortably, relax and, “SIT. STAND. Stayfree!”.

The digital campaign will be seen across YouTube, Instagram and Meta.

Siddhesh Khatavkar, Executive Creative Director, McCann India, added, “We often talk about the bigger challenges of periods, when for many women it’s the littlest things that become shockingly uncomfortable, like simply sitting down. To address this often-unspoken discomfort, we brought it alive using a visual device that people could instantly recognise and relate to. This became the creative idea behind the film, as we introduce Stayfree Period Panty. A thoughtfully designed protection that covers all the discomfort and lets women be free to comfortably move around.”

Along with the digital campaign, Stayfree will be collaborating with leading national and regional content creators to drive awareness and education coupled with product trials at experiential events.

The new Stayfree Period Panties are available across supermarkets, kirana stores, e-commerce and quick-commerce platforms, ensuring easy access to superior period protection for women across the country.