Stayfree has rolled out the latest chapter of its #BetaStayfreeLeAana campaign for Daughter’s Day, turning the spotlight on the role boys can play in making conversations around periods more open and matter-of-fact.

Conceptualised by Team WPP, the film opens in a familiar neighbourhood setting, with a group of boys playing gully cricket. The game is interrupted when Rohan’s mother asks him to pick up a pack of Stayfree. His casual response prompts surprise and teasing from his friends, who associate sanitary napkins with a subject that should remain confined to girls.

The conversation that follows explores the myths, discomfort and awkwardness that boys can associate with periods. Rohan, however, responds without embarrassment, having grown up in a household where periods are treated as a normal part of life.
As his friends question their own assumptions, the dynamic gradually shifts. The film ends with the boys walking into a shop and confidently asking for a pack of Stayfree, turning what initially triggered teasing into an ordinary act.

The campaign builds on Stayfree’s broader ‘It’s Just a Period’ platform, which has focused on normalising conversations around menstruation by involving family members. The brand’s communication has previously encouraged fathers to speak openly with daughters about periods before widening the lens to parents and the role they play in shaping boys’ attitudes towards menstruation.

The #BetaStayfreeLeAana initiative took that conversation into everyday behaviour, encouraging mothers and parents to send their sons to buy sanitary products. 

What we think about it: The campaign makes a simple but often-overlooked yet crucial point: raising confident daughters also means raising sons who see periods as a normal part of life. The film extends the idea further by bringing peer influence into the conversation and by showing how attitudes are shaped at home and reinforced by peers.

Supriya Srinivasa, marketing director, Stayfree, said, “We aim to create a world where periods are not something to feel embarrassed about. Creating that world requires not only supporting girls but also helping boys understand that periods are completely natural and not a taboo. With ‘Beta, Stayfree Le Aana’, we show that this understanding can begin at home, through something as simple as a son helping his mother buy Stayfree. When one boy becomes comfortable doing so openly, he encourages other boys, and in turn the girls around them, to feel more comfortable too. This Daughter’s Day, we want to celebrate the role sons can play in normalizing period conversations by helping them become comfortable with the topic first. This journey of Stayfree began over five years ago, driven by one important conversation at a time, to create a future where both boys and girls understand and accept periods as a normal part of life.”

Sukesh Nayak, Team WPP, said, “How we make daughters feel about their periods isn’t shaped only by talking to girls - it’s shaped by the boys growing up alongside them. A simple action of asking sons to buy sanitary napkins, ‘Beta Stayfree Le Aana’ (Son Get Stayfree), normalises period conversations at home and now in the peer group. We know that peer influence is powerful: if boys can learn period shame from each other, they can learn empathy and understanding from each other too. Our Daughter’s Day film shows how a son standing up to casual teasing inspires his friends to see period care as entirely natural. Because when more sons get comfortable with periods, more daughters get comfortable too.”

The digital campaign has been rolled out across YouTube, Meta platforms including Instagram and Facebook, and major OTT platforms nationwide.