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
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
