Stayfree has launched a new television campaign, ‘Zero Tension. Double Protection,’ featuring Bollywood actress and brand ambassador Kiara Advani, to support the launch of the upgraded Stayfree Secure XL.
The campaign, created in collaboration with McCann India, is directed by filmmaker Shoojit Sircar, with Omnicom (Magnon India) as the production agency. According to the release, it will also be supported by influencer activations, digital and on-ground activations, sampling, and wall paintings.
The campaign film follows a group of young women on a trek. Through Advani’s character and the experiences of her friends, the film shows how the upgraded Stayfree Secure XL helps women feel confident, according to Sircar.
“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,” said Sircar, Director of the new Stayfree campaign.
“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.”
“Today, women are constantly on the move, balancing careers, ambitions, personal passions, families and more,” said Advani, Brand Ambassador, Stayfree.
“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.”
“Women have accepted that periods are not going to be easy,” said Chitra Bhanu & Siddhesh Khatavkar, Executive Creative Directors, McCann India.
“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.”
