Stayfree encourages young girls with #SochnaNahiAageBadhnaHai campaign

Stayfree®, one of India’s leading sanitary napkin brands, has unveiled its latest campaign #SochnaNahiAageBadhnaHai to inspire young girls to not let anything – including their periods come between them and their dreams.

Across India, young girls are clamoring to move forward, further and faster. They are putting their ambitions and aspirations into action every way they can. Whether it is by being the first girl in the family to study in a ‘big college in a big city’; or by wholeheartedly pursuing their passions - be it sport, fashion, or dance; or by taking a stand on issues that matter – these girls are paving their paths to progress, step by step. And yet they often hold back on the days when they have periods, even if it means losing out on an opportunity.

Stayfree® has always stood for supporting girls through their journey of progress by helping them overcome their anxieties and relieving them from the tension of leakage, delivering a comfortable and secure protection experience so that they can keep moving ahead. Continuing this journey, the film conceptualized by DDB Mudra encourages girls to continue moving forward and not hold back even during periods.

Commenting on the campaign, Manoj Gadgil, Vice President – Marketing, Johnson & Johnson India said, “This is a category that is supremely functional and emotional at the same time. It is functional because you must deliver protection, but what Stayfree unlocks by providing superior protection is the freeing of mind from the self-imposed shackles that holds back girls from their pursuit of progress. #SochnaNahiAageBadhnaHai is a challenge and a commitment to girls to not let periods come in the way of their aspirations.”

Pallavi Chakravarti, Creative Head - West, DDB Mudra said, “Why must girls sacrifice any part of their day just because they’re on their periods? Stayfree Secure XL ensures girls can live their day to the fullest. So that they don’t miss out on anything. After all, the world doesn’t wait and neither does the Stayfree girl”

Stayfree® believes that the ability to manage menstruation well is at the heart of what it means to participate equitably and fully in society and give wings to young girls’ dreams. 

Campaign credits:

Agency: DDB Mudra
Creative: Rahul Mathew, Pallavi Chakravarti, Neeraj Kanitkar, Manish Darji, Neha Shefali, Shreya Acharya, Prasad Masekar, Yashima Yadav

Business: Anurag Tandon, Nishant Saurabh, Dharal Goshalia, Priyanshu Dikshit, Spriha Walia
Strategy: Anand Murty, Sanchari Chakrabarty, Atreyi Nag, Mallika Yamdagni
Films: Jay Gaikwad

Production House:  Magic Box
Director: Sandhaya Daisy Sundaram