Brands
Stayfree turns taboo talk into period-positive chat
MUMBAI: From hush-hush to heart-to-heart, Stayfree is making sure period talk is no longer swept under the carpet. This Daughters Day, the brand rolled out its latest digital activation, turning parental rejections into real conversations.
Last year, 70 per cent of parents refused to let their sons be part of Stayfree’s bold campaign ‘Beta Stayfree le aana’, citing embarrassment, social pressure and fear of teasing. But instead of backing down, the brand saw those “noes” as proof that the stigma is alive and in need of dismantling.
The new film, created with DDB Mudra, follows content creator Linda Fernandes and a group of parents who had earlier rejected the campaign. What begins as awkwardness slowly unfolds into an honest chat on why involving boys in period ads matters. The film ends with a simple truth, “When we make our sons comfortable with periods, we make our daughters comfortable too.”
Over the past five years, Stayfree’s ‘It’s just a period’ initiative has been nudging families to normalise menstrual conversations: first with fathers, then with sons. The latest chapter tackles stigma head-on, showing that every candid conversation chips away at age-old shame.
“This campaign isn’t just advertising, it’s change in action,” said Stayfree’s parent company Kenvue’s marketing head Manoj Gadgil. “The rejections only strengthened our resolve.”
Streaming on Youtube and Meta, the campaign leaves viewers with one question: if sons can appear in ads for shoes or chocolates, why not sanitary
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
