Stayfree Launches New Ad With Kiara Advani

Stayfree has launched a new Pad Change Alert feature to its Secure XL range of sanitary pads that helps users know when it is time to change their pad while offering superior protection during periods.

The new Stayfree Secure XL has what the company calls Double Leak Lock technology, an outer barrier that changes colour when it's time to change the pad. The product is designed to provide up to 12 hours of protection, the brand said.

To support the launch, Stayfree has launched a new integrated marketing campaign featuring brand ambassador, Kiara Advani. The TV commercial has been directed by filmmaker Shoojit Sircar and the production agency is Magnon India. The campaign will also be taken to digital platforms through influencer collaborations, on-ground activations and product sampling initiatives.

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Check out the campaign here: 

Campaign Launch:

Speaking about the launch, Supriya Srinivasa, Marketing Director, Stayfree India, said the innovation aims to reduce one of the common concerns women face during their periods.

“Periods not only come with physical discomfort but also with significant mental load that women carry—worrying about access to toilets, constantly calculating whether they have enough pads and often changing plans. The upgraded Stayfree Secure XL is designed to ease one of those concerns by helping women know when it is time to change their pad,” she said.

The company says the Pad Change Alert feature works with its patented Leak Lock technology to offer what it describes as double protection, while helping users feel more confident throughout the day.

“The upgraded product is made to support women while they juggle work, personal ambitions and everyday responsibilities,” said brand ambassador Kiara Advani.

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“Women today are always on the move juggling careers, ambitions, personal passions and families. “Periods have their own challenges but the upgraded Stayfree Secure XL helps reduce the worry of frequent pad changes, giving women more confidence to go about their day,” she said.

The campaign has been designed by McCann India. “The campaign is a reminder that menstrual products should be making life easier for women and not adding to their worries,” said Chitra Bhanu, Executive Creative Director.

Our film is based on a relatable story line where women live their plans during their periods without being constantly worried about their pad', they said.

“Periods should not stop women from enjoying life’s moments” is the idea that the campaign embodies, director Shoojit Sircar said.

The film is about a group of young women on a trekking trip, celebrating spontaneity, freedom and adventure. “Through the character of Kiara and her friends, we wanted to demonstrate how the improved Stayfree Secure XL enables women to feel ready and confident, no matter where they are,” he said.