Stayfree has introduced an upgraded version of its Secure XL sanitary pad, featuring a new Pad Change Alert designed to help women identify the right time to replace their pad. The innovation is backed by a new integrated campaign starring brand ambassador Kiara Advani.
Directed by acclaimed filmmaker Shoojit Sircar and produced by Magnon India, the campaign highlights the everyday challenges women face during their periods while showcasing how the upgraded product aims to reduce one common concern-knowing when it’s time for a pad change. The campaign will run across television, digital platforms, influencer collaborations, on-ground activations and product sampling.
The upgraded Stayfree Secure XL features the brand’s patented Double Leak Lock technology, with an outer barrier that changes colour to indicate when a replacement is needed. According to the company, the product offers up to 12 hours of protection.
Commenting on the launch, Supriya Srinivasa, Marketing Director, Stayfree India, said the innovation is designed to ease the mental burden women often experience during menstruation, allowing them to focus on their day with greater confidence.
Kiara Advani said the new product supports women who juggle multiple responsibilities by helping them worry less about frequent pad changes. Meanwhile, McCann India, which developed the campaign, said the film reinforces the message that periods should not interrupt a woman’s plans.
The upgraded Stayfree Secure XL is now available across supermarkets, neighbourhood stores, e-commerce platforms and quick commerce channels across India.
