Stayfree Unveils New ‘Beta Stayfree Le Aana’ Film
CE DESK 
Stayfree has unveiled the latest edition of its ‘Beta Stayfree Le Aana’ campaign, conceptualised by Team WPP and produced by Superfly Films for Kenvue’s femcare division, to normalise period conversations among young boys.
The film opens during a street cricket match where a young girl steps away from the game. Shortly after, a mother calls out from her balcony asking her son, Rohan, to buy a Stayfree pack from the store. His friends tease him, but Rohan responds with calm clarity, reminding them that menstruation is natural for mothers, sisters and teachers alike.
His simple logic changes the attitude of his peers. Realising there is no shame in helping family, the boys join Rohan and walk to the local grocery store together to ask for a sanitary pad openly. The story concludes with the core message: “When more sons get comfortable with periods, more daughters will be comfortable too.”
The initiative tackles the long-standing stigma that treats menstruation as a topic only for women. By showing everyday conversations between parents and boys, the brand aims to make buying menstrual hygiene products as routine as purchasing daily household groceries.
The nationwide multimedia campaign is rolling out across YouTube, Meta platforms, connected TV and leading OTT networks.
Through this narrative, Kenvue and Stayfree continue their effort to educate boys from an early age, helping create supportive, empathetic households and an inclusive environment for girls.
