Stayfree has launched a new ad campaign to address common misconceptions about tampons and encourage Indian women to embrace this alternative menstrual product. The campaign, conceptualized by DDB Mudra Group, features a digital film that tackles frequently asked questions such as “Does a tampon hurt?” and “Will a tampon get lost?”
Stayfree Tampons by o.b. combine o.b.’s tampon technology with Stayfree’s brand presence in India. Designed by a female gynecologist, the tampons feature Dynamic Fit technology and a SilkTouch cover, providing up to 100% leakage protection. They are positioned as an alternative to pads, aiming to reduce issues like chafing, wetness, discomfort, and visible blood.
The digital film, available on platforms like YouTube and Instagram, highlights common period-related concerns such as wetness, sudden flow, and staining. By addressing these issues directly, Stayfree Tampons by o.b. aim to position themselves as a practical solution for managing periods without interruption.
To further promote awareness, Stayfree has collaborated with national and regional influencers, as well as women’s health experts across markets, to create awareness and address myths about tampons.
Manoj Gadgil, Business Unit Head-Essential Health and Vice President, Marketing at Kenvue India, emphasized that Stayfree provides a wide range of products, giving women the freedom to choose what works best for them, keeping them comfortable and confident throughout their cycle.
Credits:
- Brand: Stayfree
- Agency: DDB Mudra Group
- Creative: Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Jyotsna Mohanty, Manika Pangtey, Baskar Thevar Subbiah, Atharva Pednekar, Jena Shah
- Business: Saad Khan, Pooja Mehta, Snehal Wasnikar, Kanchan Joshi, Priyanshu Dixit, Nidhi Nair
- Strategy: Shashank Lanjekar, Atreyi Nag, Tanvi Agrawal
- Films: Jay Gaikwad, Riddhi Mehta
- Production House: EO2 EXP
- Producers: Risheeta Agrawal, Rishabh Agrawal
- Director: Disha Daswani
- Executive Producers: Farzeen Khan, Aparna Mangalam
- DOP: Saumit Deshpande
- Editor: Sourya Sen
- Associate Editor: Saran Das
- Production Designer: Karan Gupta
