How Celebrity Collaborations Redefined Stayfree’s Brand Story in India

Discover how celebrity collaborations have reshaped Stayfree’s brand narrative in India, forging meaningful connections with consumers. By collaborating with celebrities, Stayfree has addressed societal taboos around menstruation. This strategy not only raises product awareness but also empowers women from all walks of life.

Stayfree has evolved from a 1968 sanitary-pad pioneer into a brand synonymous with comfort, confidence, and candid conversations around menstruation. While its product innovations (Dry-Max cores, cottony topsheets) laid the foundation, Stayfree’s recent high-impact collaborations with Bollywood star Kiara Advani and Olympian P.V. Sindhu have driven prominence in the market, social engagement and a deeper emotional connection with modern Indian women. 

Through campaigns like “Din tumhare saath chalega,” #StayHomeKeepMoving, #DreamsUninterrupted, and “This Daughter’s Day, Talk to Your Sons,” these partnerships have not only reinforced Stayfree’s performance promise but also advanced its mission to destigmatize periods across generations in India.

Let’s explore how celebrities and influencers shaped Stayfree’s marketing campaigns and influenced consumer perceptions.

Do You Want To Promote Your Brand's Hygiene Products?

Stayfree’s Journey from Hygiene to Women's Empowerment

Stayfree introduced India’s first mass-market sanitary pads in 1968, addressing an urgent need for reliable menstrual hygiene solutions. The brand shaped period conversations all over India while fighting stigma with taglines such as #ItsJustAPeriod. Over five decades, it expanded its brand, rolling out Dry-Max super-absorbent cores, ultra-thin liners, and night-specific pads, while maintaining a focus on leak protection and skin comfort. As consumer expectations shifted, Stayfree’s branding went beyond functionality to emotional connection. Stayfree transitioned from purely product-centric messaging to purpose-driven campaigns that champion women’s confidence and open-minded discussions of periods.

Why Stayfree Prioritised Celebrity Representation

In today’s competitive market, Stayfree has strategically prioritized celebrity representation to refine its brand identity and connect with consumers. By incorporating celebrity endorsements, the brand not only promotes its products but also fosters a deeper emotional connection with its audience. This approach allows Stayfree to resonate with diverse generations while championing themes of empowerment and confidence in menstruation narratives.

• Integrated Mass Reach: Stayfree employed Kiara Advani’s pan-India appeal to roll out its “Din tumhare saath chalega” TVC across prime-time television, leading digital platforms, and outdoor hoardings in major metros. The campaign film alone has crossed over 14 million views on YouTube, ensuring Stayfree Secure XL’s message of 12-hour protection reached urban and semi-urban audiences alike.
  
  
• Emotional Relatability: By featuring Kiara’s ‘never-stop’ spirit, whether she’s in a boardroom or a dance rehearsal, Stayfree humanized its promise of all-day comfort, helping women see periods as just another part of their busy lives. Similarly, P.V. Sindhu’s candid #StayHomeKeepMoving reels during lockdown portrayed menstrual care as integral to holistic well-being, reinforcing Stayfree’s role as a trusted companion in every challenge.
  
  
• Breaking Taboos and Creating a Cultural Impact: Celebrity-driven storytelling sparked national dialogue, trending hashtags like #DinTumhareSaathChalega and #DreamsUninterrupted, normalizing period conversations, and breaking taboos in both urban hubs and smaller towns. These high-visibility collaborations have positioned Stayfree not just as a product, but as a catalyst for social change in menstrual hygiene.

Stayfree’s Iconic Celebrity Collaborations

Stayfree’s iconic celebrity collaborations have played a pivotal role in shaping the brand’s image and messaging. By partnering with popular celebrities, Stayfree not only promotes its products but also connects with consumers on a personal level. These collaborations highlight themes of empowerment and confidence, making menstruation a topic of conversation while relating with audiences across generations.

1. Stayfree × Kiara Advani: “Din tumhare saath chalega”

Play

• Campaign Brief: Kiara embodies the unstoppable modern woman in a film that urges, “Don’t let periods pause your day.” Stayfree Secure XL’s LeakLock tech promises 12-hour protection for ambitious women on the move.
  
  
• Activation: TVCs, Instagram Reels, YouTube Shorts, and print ads showcasing her hustle: food deliveries, dance rehearsals, uninterrupted by periods.
  
  
• Outcome: The commercial amassed 14 million YouTube views and ignited a nationwide conversation on periods and ambition.

2. Stayfree × P.V. Sindhu: “#StayHomeKeepMoving”

• Campaign Brief: During the 2020 lockdown, Sindhu led a social film series encouraging young women to maintain routines and dreams despite restrictions, reinforcing period care as part of holistic well-being.
  
  
• Activation: Self-shot workout and home-life videos on Facebook and Instagram, using #StayHomeKeepMoving to rally community participation.
  
  
• Outcome: Snippets viewed over 12 million times, positioning Stayfree as a supportive companion in uncertain times. (adgully)

3. Stayfree × P.V. Sindhu: “#DreamsUninterrupted”

Play

• Campaign Brief: Sindhu shares candid reflections on how menstrual care fuels her athletic performance and life goals, normalizing menstruation in sports contexts.
  
  
• Activation: Interviews and social-media takeovers under the #DreamsUninterrupted hashtag, blending her training regimen with Stayfree’s reliability.
  
  
• Outcome: Sparked engagement among sports fans and health-focused millennials, extending Stayfree’s relevance beyond traditional audiences.

Invite Celebrities To More Such Events Like These! Contact Us!

4. Stayfree × Kiara Advani & P.V. Sindhu: “This Daughter’s Day, Talk to Your Sons”

Play

• Campaign Brief: A joint initiative urging parents to educate sons about periods, challenging taboos and building family-wide empathy.
  
  
• Activation: Instagram posts and stories where both ambassadors share personal pleas for open period conversations at home.
  
  
• Outcome: Garnered over 3 million impressions, catalyzing cross-generational dialogue under #BetaStayfreeLeAana.

5. Stayfree × P.V. Sindhu: “Stayfree Brand Ambassador Insights”

• Campaign Brief: Early campaigns featured Sindhu discussing menstrual health education, leveraging her status as a youth icon to address stigma.
  
  
• Activation: YouTube videos and print interviews detailing pad selection tips and lifestyle advice.
  
  
• Outcome: Established a foundation of trust and positioned Stayfree as an advocate for informed period care.

Influencer Marketing: Stayfree’s Personal Voices for Niche Audiences

While celebrities drive mass reach, Stayfree also collaborates with influencers to showcase everyday experiences and drive conversation and product awareness in niche communities. Through targeted influencer marketing, the brand effectively engages specific demographics, fostering authentic connections that resonate deeply with consumers.

1. Stayfree x Srishti Garg

• Srishti Garg’s Date Night Rescue: Influencerf @srishtigargg shares how her “day 1 of not hating everything” went smoothly until a date went sideways—“at least Stayfree Advanced XXL+ had my back (quite literally), with its wider back and protection of 2 pads in 1,” she quips, highlighting the product’s secure fit and dual-pad assurance.

2. Stayfree x Jaspreet Kaur

• Jaspreet Kaur Dyora’s Hustle & Protection: Influencer @jaspreetkaurdyora captions, “Gold nahi, goals ke peeche bhaag rahi hoon… And when your hustle is non-stop, protection must be top-notch!” She credits Stayfree Advanced XXL+ for its “truly wider back that absorbs till the edges,” reinforcing the brand’s alignment with ambitious, career-focused women.

3. Stayfree x Dr.Divya Vora

• Dr. Next Door’s Myth-Busting Tampon Tips: Medical influencer @thegirldocnextdoor tackles common tampon misconceptions, “Change your tampon every 4-8 hours for hygiene,” and “Tampons have dynamic fit technology to stay secure” positioning Stayfree’s broader menstrual-care education as part of a comprehensive wellness dialogue.

Have Celebrity Endorsements Redefined Stayfree?

Stayfree’s shift from functional messaging to celebrity-driven, purpose-led campaigns has changed its brand image, integrating emotional depth, sparking social dialogue, and broadening its appeal across generations. By pairing Kiara Advani’s aspirational hustle with P.V. Sindhu’s resilience narratives, and reinforcing these with targeted influencer activations, Stayfree has transcended “sanitary pad” status to become a cultural champion for confident, empowered femininity.

The strategic integration of high-profile celebrity collaborations, complemented by grassroots influencer stories, has redefined Stayfree’s brand story in India, driving both market performance and meaningful social impact around menstruation.

Just Like Stayfree, Get Celebrities & Influencers To Promote Your Brand!