Stayfree®, a brand in women’s menstrual hygiene in India, has launched its latest campaign for Stayfree Secure XL featuring Bollywood actress Kiara Advani. The campaign addresses the common struggles women face during their periods, such as discomfort, leakage, and skin irritation, often leading them to act as though everything is normal despite the challenges. In the campaign, Advani reflects on her journey, highlighting how she has had to “act” comfortably since her first period, drawing attention to the daily difficulties many women endure.

“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 of 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 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,” Manoj Gadgil, vice president, marketing and business unit head- Essential Health & Skin Health, Kenvue, said. 

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From what is understood, the campaign introduces Stayfree Secure XL’s LeakLock technology and a clinically tested non-irritant cover, which the brand claims offers up to 12 hours of protection and comfort. The campaign will be promoted across various television and social media platforms, including YouTube and Meta, in multiple regional languages, starting today.

 “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,” Kiara Advani, brand ambassador, Stayfree XL, said.