~ Stayfree’s latest #BetaStayfreeLeAana film for Daughter’s Day turns gully cricket teasing into peer-led period empathy — Team WPP keeps sons in the taboos conversation. ~
Mumbai, September 2026: Stayfree has dropped a new digital film under its award-winning #BetaStayfreeLeAana platform for Daughter’s Day — widening the brief from mothers sending sons on pad runs to how boys teach each other that periods are ordinary, not a “girls’ problem.” Conceptualised by Team WPP, the film sits inside the brand’s longer “It’s Just a Period” journey.
It opens on neighbourhood gully cricket interrupted when a mother calls out, “Beta, zara Stayfree le aana.” The boys’ discomfort and teasing land first; Rohan’s ease lands next — shaped at home, where periods were never whispered. Myths get asked out loud; Rohan answers matter-of-factly; the pack ends with the group asking the shopkeeper for Stayfree together. The line the film lands on: when more sons get comfortable with periods, more daughters will too.
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.”
Sukesh Nayak, Team WPP, added: “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. Peer influence is powerful: if boys can learn period shame from each other, they can learn empathy and understanding from each other too.”
Over six years, Stayfree moved from fathers breaking silence with daughters, to parents raising sons without stigma, to action platforms like #BetaStayfreeLeAana. This cut pushes that action into the peer group. The film rolls nationwide on YouTube, Meta and major OTT platforms.
Marketing take: Purpose work often stops at awareness. Stayfree keeps turning a grocery errand into culture change — and this time the shop floor is also a cricket pitch, where one boy’s comfort becomes the group’s new normal.
