Mumbai: Stayfree, a menstrual hygiene brand, has unveiled a new digital campaign for its Stayfree® Secure Nights range, highlighting the importance of choosing the right night-time protection to address sleep disruptions during periods.
The campaign draws attention to a key but often overlooked concern—sleep deprivation during menstruation. According to research, nearly 67 percent of women experience disturbed sleep on certain nights during their period, often due to discomfort and fear of leakage. This, in turn, impacts their energy levels and productivity the following day.
Conceptualised by DDB Mudra, the campaign film focuses on a common behavioural pattern where women tend to use the same sanitary pad for both day and night. This can lead to frequent waking during the night to check for stains, resulting in poor-quality sleep and daytime fatigue.
Through the campaign, Stayfree emphasises the need for specialised night-time protection. The Stayfree® Secure Nights pads are designed with NightLock™ Technology to absorb menstrual flow effectively and help prevent leaks during the night. With features such as enhanced coverage, a wider back, and a soft, comfortable feel, the product aims to enable uninterrupted and restful sleep.
Commenting on the campaign, Manoj Gadgil, Vice President, Marketing and Essential Health Business Unit Head, Kenvue, said, “As a brand, we know that many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. We designed Stayfree® Secure Nights to address specific night-time needs, with a superior pad featuring NightLock™ Technology and a wider back 3 providing up to 100% leakage protection 4 while sleeping. Through our latest campaign, we encourage women to recognize the difference between day and night protection and make the simple switch to a Stayfree® Secure Nights pad, so they can wake up feeling well-rested and ready to take on the day.”
The digital campaign will be rolled out across platforms including YouTube, Meta, and leading OTT channels, with a focus on educating consumers about the benefits of using dedicated night-time sanitary products for improved comfort and sleep quality.
