Stayfree launches Rs 50 ProComfort period panty via McCann India

Stayfree has expanded its menstrual hygiene line with the ProComfort Period Panty, a product built for heavy-flow days, overnight use, long commutes and travel. The launch is supported by a new digital and social campaign from McCann India, part of Omnicom Advertising India, that dramatises a very specific period pain: the constant physical adjustment that comes from fearing leaks.

The panty arrives with 360-degree leakage protection, an Air-Soft Cover and a body-hugging, non-bulky fit. It is available in M-L, L-XL and XL-XXL sizes and starts at INR 50 for a pack of two, a price point Stayfree says is designed to remove the biggest barrier to period panty adoption in India.

01 · Why the price point matters

Supriya Srinivasa, Marketing Director at Stayfree India, said period panties are one of India’s fastest-growing menstrual hygiene segments, but affordability remains a key barrier to adoption for many women. With ProComfort, the brand is bringing together leakage protection, comfort and accessible pricing to democratise access to the category, she said.

Dr Dilip Tripathi, Head for Women’s Health Research & Development at Kenvue, added that consumer research flagged worries about bulkiness, fit, comfort and extended-wear reliability. The design response uses advanced absorbent technology and a body-conforming fit, he said.

02 · The campaign turns sitting into a visual problem

McCann India’s film centres on an unspoken habit many women will recognise: adjusting the way they sit to avoid leaks and stains. In the ad, ordinary seats in an office, a bus and a movie theatre transform into narrow, dark red chairs that force women into awkward positions — a visual metaphor for the anxiety of period days.

The narrative shifts when a friend introduces the Stayfree ProComfort Period Panty. The tagline, “SIT. STAND. Stayfree!”, pitches the product as permission to move normally.

Siddhesh Khatavkar, Executive Creative Director at McCann India, said the insight came from noticing that the littlest things, like simply sitting down, can become shockingly uncomfortable during periods.

03 · What the rollout looks like

Stayfree is pairing the film with national and regional creator partnerships and experiential product trials, alongside retail availability in supermarkets, kirana stores, e-commerce and quick-commerce platforms.

• Price: Starts at INR 50 for a pack of two.
• Protection: 360-degree leakage coverage for all sleep and movement positions.
• Fit: Air-Soft Cover, breathable and non-bulky design in three size bands.
• Reach: Digital film across YouTube, Instagram and Meta, plus creator education and trials.

For Indian marketers, the launch is a useful example of pairing a price-led market expansion with a creative idea rooted in an everyday, often invisible, consumer tension.

Source: Campaign Brief Asia

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.