Stayfree has expanded its menstrual hygiene portfolio with the ProComfort Period Panty, backed by a digital campaign conceptualised by McCann India. Designed for heavy-flow days, overnight wear, travel and long commutes, it offers 360° leakage protection, a snug fit and an Air-Soft Cover. It comes in three sizes, M-L, L-XL and XL-XXL, and starts at Rs 50 for a pack of two. It is sold through supermarkets, kirana stores, e-commerce and quick-commerce platforms.
The campaign, “SIT. STAND. Stayfree!”, focuses on the habit of adjusting pads while sitting to avoid leaks and stains. The film places women in an office, a bus and a cinema, where their seats turn into narrow, dark red structures that force awkward postures. The device captures the anxiety of period leaks until a friend introduces the Stayfree Period Panty.
Supriya Srinivasa, Marketing Director at Stayfree India, said period panties are among the fastest-growing segments in menstrual hygiene, but affordability remains a barrier. Dr. Dilip Tripathi of Kenvue’s Women’s Health R&D said research showed women worry about bulkiness, fit and reliability during extended wear. The product was built to address this through advanced absorbent technology and a body-conforming design.
Siddhesh Khatavkar, Executive Creative Director at McCann India, said it is often the smallest things, like simply sitting down, that become shockingly uncomfortable. The campaign runs across YouTube, Instagram and Meta, with Stayfree also working with national and regional creators on awareness, education and product trials.
