Stayfree launches bold new campaign with Kiara Advani

MUMBAI: Feminine hygiene brand Stayfree has unveiled its latest advertising campaign for Stayfree Secure XL featuring Hindi film star Kiara Advani.

The campaign challenges the societal expectation that women should 'act normal' during menstruation despite physical discomfort and anxiety about leakage.

In the film, Advani reflects on how her acting career began not on screen, but during her first period when she pretended to feel comfortable. The narrative highlights common struggles experienced by millions of women, including maintaining cheerful appearances despite constant worry about staining and coping with skin irritation from sanitary products.

The campaign promotes Stayfree Secure XL's LeakLock technology and clinically tested non-irritant cover, which offers up to 12 hours of protection. Its central message—"When pads are comfortable, periods are comfortable"—aims to free women from the burden of pretending during menstruation.

Stayfree maker Kenvue vice-president marketing Manoj Gadgil said: "Girls and women put up an act braving through their days as normal. It is a period reality we acknowledge, and that's why we are committed to offering superior products that provide comfort and long-lasting protection."

Creative directors Harshada Menon and Siddhesh Khatavkar from DDB Mudra explained the campaign concept: "We used the creative device of an actor talking about acting on periods to deliver a strong message."
Advani, who serves as the brand ambassador, added: "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."

The campaign launches on 25 February across television networks and social media platforms including YouTube and Meta, with versions available in multiple regional languages.

Stayfree is owned by Kenvue, the world's largest pure-play consumer health company, whose portfolio includes brands such as Aveeno, Johnson's, Listerine, Neutrogena and Tylenol.

Campaign credits:
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