MAM
Stayfree launches campaign for night-time period protection
New film highlights how Secure Nights pad helps women sleep better during periods.
MUMBAI: Stayfree just turned period nights from restless to restful because when the pad works overtime, even your sleep gets a well-deserved promotion. Stayfree has unveiled a new digital campaign spotlighting the distinct needs of period nights compared with days. The film, conceptualised by DDB Mudra, shows how many women use the same pad day and night, leading to frequent wake-ups from leak worries, poor sleep and drowsy days that follow.
Research cited in the campaign reveals that nearly 67 per cent of women on their periods experience sleep deprivation on some nights due to discomfort and anxiety. The ad gently illustrates this cycle: a woman tosses, checks for stains, and drags through the next day fatigued.
The campaign promotes Stayfree Secure Nights, designed specifically for night-time use with NightLock Technology for superior absorption, 2 times better coverage, a wider back, and a soft feel. It promises up to 100 per cent leakage protection while sleeping, allowing uninterrupted rest so women wake up fresh.
Kenvue, vice president marketing and essential health business unit head Manoj Gadgil said, “Many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. Stayfree Secure Nights addresses specific night-time needs with reliable protection.”
The campaign will run across Youtube, Meta and leading OTT platforms, encouraging women to recognise the day-night difference and switch to night-specific protection.
In a world where periods already demand enough stamina, Stayfree isn’t asking for extra effort, it’s quietly handing women the one upgrade that turns restless nights into recharged mornings, one peaceful sleep at a time.
MAM
Bianca Guimaraes named Jury Chair of ABBY Awards 2026
Mischief USA ECD to lead Still Digital category at Goafest in Goa.
MUMBAI: Bianca Guimaraes just got handed the gavel for Still Digital because when the woman who turned Mischief into an awards magnet sits in judgement, even the shortlist starts feeling nervous. Bianca Guimaraes, founding partner and executive creative director at Mischief USA, has been appointed Jury Chair for the Still Digital category at the ABBY Awards 2026 Powered by The One Club / The One Show. The announcement was made ahead of Goafest 2026, where the awards will take place in Goa on 20–22 May 2026.
Guimaraes has built a reputation for culture-shifting work that has propelled Mischief USA from start-up to #1 independent agency of the year four times (Ad Age, Adweek, Campaign US and EFFIES). In just three years, her campaigns have secured over 100 international awards, including an Emmy. She previously spent six years at BBDO New York, was named Shots Rising Star in 2017, and voted Next Creative Leader by The One Show in 2016. WARC currently ranks Mischief USA as the world’s Most Effective Independent Agency.
A passionate advocate for women and diverse talent in advertising, Guimaraes has shaped the creative department she always wanted to join, blending bold ideas with measurable impact.
The ABBY Awards remain one of India’s most respected benchmarks for creative excellence, drawing entries across advertising, design, digital and branded content. Guimaraes’ appointment brings a global perspective to the Still Digital jury at a time when static digital work continues to push boundaries in storytelling and craft.
In an awards season where creativity is the real currency, the ABBYs didn’t just pick a chair, they picked the woman who’s spent years proving that the sharpest ideas don’t need motion to move people.
