MUMBAI: From hush-hush to heart-to-heart, Stayfree is making sure period talk is no longer swept under the carpet. This Daughters Day, the brand rolled out its latest digital activation, turning parental rejections into real conversations.
Last year, 70 per cent of parents refused to let their sons be part of Stayfree’s bold campaign ‘Beta Stayfree le aana’, citing embarrassment, social pressure and fear of teasing. But instead of backing down, the brand saw those “noes” as proof that the stigma is alive and in need of dismantling.
The new film, created with DDB Mudra, follows content creator Linda Fernandes and a group of parents who had earlier rejected the campaign. What begins as awkwardness slowly unfolds into an honest chat on why involving boys in period ads matters. The film ends with a simple truth, “When we make our sons comfortable with periods, we make our daughters comfortable too.”
Over the past five years, Stayfree’s ‘It’s just a period’ initiative has been nudging families to normalise menstrual conversations: first with fathers, then with sons. The latest chapter tackles stigma head-on, showing that every candid conversation chips away at age-old shame.
“This campaign isn’t just advertising, it’s change in action,” said Stayfree’s parent company Kenvue’s marketing head Manoj Gadgil. “The rejections only strengthened our resolve.”
Streaming on Youtube and Meta, the campaign leaves viewers with one question: if sons can appear in ads for shoes or chocolates, why not sanitary
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