Stayfree Launches Zero Tension, Double Protection With Kiara Advani
Stayfree has launched Zero Tension. Double Protection, a new television campaign for its upgraded Secure XL pad, featuring brand ambassador Kiara Advani. The campaign supports a product upgrade built around a single everyday question the brand says women carry through their period: when is it time to change the pad?
What the Upgrade Changes
The fear of leakage is among the biggest concerns women face during periods, and it leads to constant checking through the day. The upgraded Secure XL is aimed squarely at that behaviour.
Stayfree says the new pad delivers Double Protection for upto 12 hours through its Double Leak Lock technology, in which the outer barrier doubles as a Pad Change Alert, which the brand describes as a first for the category. Backed by consumer research and validation, the company says testing of the upgraded Secure XL found 100% of women liked the product.
How the Double Leak Lock Works
The mechanism is deliberately simple to read, and the brand explains it in two stages.
- First Lock: when blood is at the inner barrier, you are fine.
- Second Lock: when the outer barrier starts turning red, it is time to change the pad.
Instead of leaving the wearer to guess, the pad gives a visible signal. That turns an anxious calculation into a straightforward check, which is the benefit the campaign line is named after.
Easing the Mental Load
Supriya Srinivasa, Marketing Director, Stayfree India, said periods bring more than physical discomfort.
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 Protection for upto 12hrs by leveraging the brand’s patented Leak lock technology, so women can focus more on themselves and their day.
The Research Behind It
Dr Dilip Tripathi, Head for Baby and Women’s Health Research and Development, Kenvue, placed the upgrade in the context of what the category has historically offered.
Traditionally, the menstrual hygiene category has focused on delivering ‘protection’, which while important never addressed the need for comfort even during period days. Stayfree was the one of the first brands to combine protection with comfort, empowering women to feel confident and comfortable during their periods. Our latest innovation in the Stayfree Secure XL furthers this commitment while addressing their emerging needs as they lead busier lives. The integration of the ‘Pad Change Alert’ and ‘Double Leak Lock Technology’ is rooted in extensive research and feedback from women across various lifestyles. By combining cutting-edge technology with user-centric design, we aim to enhance women’s overall experience during their periods, allowing them to feel confident and in control.
Kiara Advani on the Association
The campaign film places Advani on a trek with friends, keeping the promise tied to an active day rather than to a product demonstration.
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.
The Rollout
Beyond the television commercial, Stayfree is supporting the launch with influencer activations, targeted digital and on-ground activations, sampling and wall paintings.
Influencer work and wall paintings in the same plan point to a launch built for metro and smaller markets at once rather than an urban campaign alone. The upgraded Secure XL is available now at supermarkets, kirana shops, and e-commerce and quick commerce platforms.
Credits
- Brand: Stayfree, Kenvue
- Campaign: Zero Tension. Double Protection
- Product: Upgraded Stayfree Secure XL
- Brand ambassador: Kiara Advani
- Director: Shoojit Sircar
- Production agency: Omnicom, Magnon India
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