Stayfree has launched a new Daughter’s Day film under its #BetaStayfreeLeAana campaign, turning the spotlight on boys as a key part of making period conversations less awkward. Conceptualised by Team WPP, the film is part of the brand’s long-running ‘It’s Just a Period’ platform.
The story opens mid-gully-cricket, when Rohan’s mother asks him to pick up Stayfree. His friends react with the usual discomfort and teasing – until Rohan, raised in a home where periods are talked about openly, responds without hesitation. His matter-of-fact attitude gradually shifts the group’s discomfort, and the film closes with his friends buying a pack of Stayfree themselves, taboo intact no more.
The campaign’s core idea: when boys grow comfortable with periods, it becomes easier for girls around them to talk about it too.
Supriya Srinivasa, marketing director, Stayfree, said the brand wants a world where periods carry no embarrassment for anyone, adding that this starts at home – through something as ordinary as a son helping his mother buy Stayfree, which can then ripple out to his peer group.
Sukesh Nayak, Team WPP, pointed to peer influence as central to the idea, noting that if boys can pass on period shame to each other, they can just as easily pass on empathy and understanding.
Running across YouTube, Instagram, Facebook and OTT platforms, the film extends Stayfree’s five-year-old effort to bring fathers, sons and the wider family into conversations around menstrual hygiene – one household at a time.
