Mumbai: During periods, the fear of leakage is one of the biggest concerns women face, leading them to constantly check their pads through the day. To address this, Stayfree, a menstrual hygiene brand launches its upgraded Stayfree® Secure XL. The new Stayfree Secure XL provides Double Protection1 upto 12 hours due to its ‘Double Leak Lock’ technology, where the outer barrier acts as a ‘Pad Change Alert’3, a pioneering innovation in the category. With the upgraded Stayfree Secure XL, the brand empowers women to manage their periods with confidence and provide improved comfort like never before!
Backed by rigorous consumer research and validation, Stayfree Secure XL not only advances the feminine hygiene category but furthers the brand’s commitment to provide women with ‘comfortable protection’ to be in better control of their day. In fact, consumer studies and testing of the Stayfree Secure XL revealed that 100% of women agreed to like2 the upgraded product.
Double Protection with Stayfree® Secure XL: How does Double Lock Technology work
First Lock: When blood is at the inner barrier – You’re fine!
Second Lock: When outer barrier starts turning red – it’s time to change the pad.
Supriya Srinivasa, Marketing Director, Stayfree India said “Periods not only come with physical discomfort but also with significant mental load that women carry worrying about access to toilets, the constant calculations of having enough pads, having to make alternate plans, among many others. At Stayfree, we understand this reality and are constantly working to improve their period experience. This is where Stayfree Secure XL’s product upgrade comes in. It is designed to ease one of her key tensions of ‘when is it time to change the pad?’. With its “Pad Change Alert” feature, Stayfree Secure XL gives Double Protection1 for upto 12hrs by leveraging the brand’s patented Leak lock technology, so women can focus more on themselves and their day”
To amplify the launch, Stayfree is rolling out a comprehensive marketing campaign, including a television commercial featuring popular Bollywood actress and brand ambassador, Kiara Advani. It is directed by notable Bollywood director Shoojit Sircar, with Omnicom (Magnon India) being the production agency. The campaign will also be supported by influencer activations and targeted digital and on-ground activations, sampling, wall paintings and more.
Speaking on Stayfree’s latest innovation, Kiara Advani, Brand Ambassador, Stayfree said, “Today, women are constantly on the move, balancing careers, ambitions, personal passions, families and more. While they strive to achieve their dreams and aspirations, periods can bring its own set of challenges. However, Stayfree has always had my back and with the upgraded Stayfree Secure XL, the promise becomes stronger. It takes away the worry of frequent pad changes, giving women zero tension and complete confidence throughout the day.
Commenting on the new Stayfree Secure XL campaign, Chitra Bhanu & Siddhesh Khatavkar, Executive Creative Directors, McCann India, said, “Women have accepted that periods are not going to be easy. There are many things that can add to their worry in during periods – pain, discomfort, weakness, bloating and so much more. But their pad need not be one of them. That’s why Stayfree’s upgraded Secure XL range with Pad Change Alert is such a game changer. It is designed to support women every step of the way, so that their pad does not come in the way of their plans. Our film brings this to life with a relatable story, where even on periods, girls can keep going about their day, without having to constantly look over their shoulder.”
Shoojit Sircar, a filmmaker, director of the new Stayfree campaign said, “With this film, we wanted to capture a simple but powerful truth – life’s most exciting adventures shouldn’t be put on hold because of periods. The campaign film highlights a group of young women setting out on a trek, embracing the spontaneity, freedom and joy that comes with the journey. Through Kiara’s character and the experiences of her friends, we wanted to show how the new updated Stayfree Secure XL helps women feel confident and ready for whatever lies ahead.”
The upgraded Stayfree® Secure XL is now available at supermarkets, Kirana shops and e-commerce and quick commerce platforms, providing easy access for all women looking for a superior period protection solution.
