Bollywood star Kiara Advani has stepped up to challenge the taboo surrounding menstruation with the launch of the Stayfree Secure XL campaign. The campaign aims to spark conversations about the discomfort women often mask during their periods, addressing the cultural norm of pretending everything is fine even when it’s far from it.
Speaking on her collaboration with the women's hygiene brand, Advani shared her experience about acting comfortable with her first period, highlighting the challenges many women face. 'For years, we’ve been conditioned to act comfortable on our periods, even when we are not. It’s time we normalize everything about periods,' she stated.
The ads feature Kiara reflecting on her personal experience with periods, expressing, 'Periods should never stand in the way of our dreams, confidence, or comfort. I still recall my first period – it was both exciting and nerve-wracking. It was about learning to 'act' like everything was normal, even when it wasn’t.'
This innovative campaign, developed by DDB Mudra, also features insights from Manoj Gadgil, the Vice President and Marketing Head at Kenvue. He said, "At Stayfree, we know periods can be difficult. Despite constant worry about leakage and discomfort...girls and women put up an act braving through their days as normal.”
The marketing strategies and storytelling methods used by the brand purport to deliver powerful messages about menstruation and the importance of recognizing these natural experiences without stigma. Gadgil emphasized Stayfree's commitment to providing comfort through their clinically tested products, stating, "Our latest campaign for Stayfree XL with Kiara Advani highlights a simple insight: when pads are comfortable, periods are comfortable.' This reflects the core philosophy of Sitstayfree, which is centered on enhancing women's period experiences by offering long-lasting protection and comfort.
Creative directors Harshada Menon and Siddhesh Khatavkar pointed out, “We used the creative device of an actor talking about acting on periods to deliver this strong message. The discomfort related to periods is something we all experience, but it should not impede our day-to-day lives or aspirations.”
The campaign is set to showcase across prominent television channels, coupled with widespread visibility on social media platforms including YouTube and Meta. It aims to reach women taking on modern challenges and breaking the silence around menstruation.
This ad campaign not only promotes Stayfree products but also seeks to empower women by encouraging them to share their experiences frankly. Through relatable storytelling and public engagement, Kiara Advani's role facilitates conversations about what millions of women go through each month.
The reach of such initiatives is significant, as they encourage open dialogues about menstruation, educating audiences beyond traditional advertising methods. With several women still facing challenges when discussing menstrual health, Kiara Avdani aims to lead the charge for more transparent conversations.
This campaign exemplifies the shifting attitudes toward women's health products and their marketing. By openly discussing and addressing issues of comfort and capacity, Stayfree and Kiara Advani are creating spaces for women to feel supported during their monthly cycles.
The collaboration showcases the blend of creative storytelling and impactful messaging, demonstrating the potential for advertisements to educate and provoke thought beyond mere consumerism. It’s not just about marketing; it’s about paving the way for social progress toward women's health.
Kenvue and Stayfree are taking steps forward to improve women's health discourse by backing initiatives like this campaign, highlighting the importance of comfort and confidence during periods. Both the brand and Kiara Advani are determined to prove to women everywhere: you can be active and engaged, no matter the time of the month.