Ad Campaigns
Stayfree launches ‘#BetaStayfreeLeAana’ campaign
Mumbai: This Daughter’s Day, menstrual hygiene brand – Stayfree launched its latest digital campaign which highlights the importance of healthy period conversations within families that help the girl to become comfortable about her periods. Normalising periods among young boys is a critical step within a family construct. Stayfree encourages parents to talk to their sons about periods from a young age. With this campaign, Stayfree has come up with a simple idea yet powerful idea for parents to initiate this conversation by asking them to buy a sanitary napkin.
Four years ago, Stayfree launched its ‘It’s Just a Period’ campaign champions healthy period conversations amongst people who matter most to a young girl- “her family”. The campaign aims to positively change the narrative of shame and silence often associated with periods and instead create a world where conversations about periods are normalized. In this journey, Stayfree first encouraged fathers to be a part of the period conversation with their daughters, which then extended to ‘Talk to your Sons’ campaign encouraging parents to tell their sons “it’s just a period”. This year, Stayfree with its latest film takes another bold step in this direction with a simple call to action #BetaStayfreeLeAana to end generations of taboo.
Conceptualised by DDB Mudra, the new digital film captures poignant everyday moments in families, and conversations between parents and their sons which are heartwarming and relatable. The film thoughtfully portrays various household scenarios that help boys feel at ease with the topic of periods. From a mother encouraging her young son not to feel embarrassed about purchasing sanitary napkins during a grocery run, to another mother explaining that menstruation is a normal and healthy process for every woman, and a father discussing with his son the importance of supporting women during their periods, each moment is handled with care. The film leaves us with a powerful yet very simple message, “When we make our sons comfortable with periods, we make our daughters comfortable with it too.”
Kenvue vice president – marketing and business unit head – essential health, Manoj Gadgil said, “Periods have traditionally been a hush-hush conversation limited to the women of the house with male members asked to look away creating a society where periods are seen as social stigma. When one half of the population is kept out this conversation true change in society is impossible. At Stayfree, we are committed to normalizing period conversations and to create a world where no girl feels shame, fear or discomfort about periods. In our fourth edition, we take a real actionable step by not only urging parents to tell their sons ‘It’s just a period’ but also perhaps to go buy a sanitary napkin for their mother or sister taking a decisive step to end generations of stigma associated with periods.”
DDB Mudra Group chief creative officer Rahul Mathew shared, “Over the years, Stayfree has been committed to normalizing the conversation around periods. And a big cohort in the normalization journey needs to be men. Women feel more uncomfortable because men are not comfortable around the topic of periods. So, a good place to start the conversation is with boys.”
As a part of the new campaign, Stayfree has collaborated with popular national and regional influencers to highlight the important of healthy period conversations in families sharing personal experience of how they have normalised period conversations with their sons. The digital campaign will be seen across Youtube, Meta and leading OTT channels.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
