STAYFREE SECURE XL LAUNCHES WITH DOUBLE PROTECTION INNOVATION

Stayfree has introduced its upgraded Stayfree Secure XL, featuring pioneering Double Leak Lock technology that offers up to 12 hours of protection with a unique Pad Change Alert. Backed by consumer validation and a campaign led by Kiara Advani and Shoojit Sircar, the innovation empowers women with confidence and comfort during periods.  

Stayfree, India’s leading menstrual hygiene brand, has unveiled the upgraded Stayfree Secure XL, a breakthrough designed to ease one of the most pressing concerns women face during their periods—the fear of leakage. The new product incorporates Double Leak Lock technology, delivering Double Protection for up to 12 hours, and introduces a category-first Pad Change Alert feature. This innovation ensures women can manage their periods with greater confidence, reducing the mental load of constant checks and calculations.  

The Double Leak Lock system works through two barriers: the inner barrier signals safety, while the outer barrier turns red to indicate it is time to change the pad. Consumer studies have validated the product’s effectiveness, with 100% of women in testing agreeing they liked the upgraded Stayfree Secure XL.  

Supriya Srinivasa, Marketing Director at Stayfree India, emphasised the brand’s commitment to improving women’s period experiences: “Periods not only come with physical discomfort but also with significant mental load. Stayfree Secure XL’s Pad Change Alert feature is designed to ease one of her key tensions of when it is time to change the pad, giving women more freedom to focus on themselves and their day.”  

To amplify the launch, Stayfree has rolled out a comprehensive campaign featuring Bollywood actress and brand ambassador Kiara Advani. Directed by acclaimed filmmaker Shoojit Sircar and produced by Omnicom’s Magnon India, the campaign highlights relatable stories of women navigating their day with confidence, supported by the upgraded Secure XL. Kiara Advani noted, “Stayfree has always had my back, and with the upgraded Secure XL, the promise becomes stronger. It takes away the worry of frequent pad changes, giving women zero tension and complete confidence throughout the day.”  

McCann India’s creative directors Chitra Bhanu and Siddhesh Khatavkar described the campaign as a game changer, portraying how women can continue their plans without their pad becoming a source of worry. Sircar’s film captures young women on a trek, embracing spontaneity and freedom, with the Secure XL ensuring they remain confident throughout.  

The upgraded Stayfree Secure XL is now available across supermarkets, Kirana shops, e-commerce and quick commerce platforms, offering women nationwide easy access to superior period protection.