Stayfree has launched a daughter’s day campaign, which urges fathers to be involved in period conversations with their daughters. It builds on Stayfree’s ‘It’s just a Period’ campaign which was released in 2020. Conceptualized by DDB Mudra, this film brings to light the discomfort that fathers experience while having conversations on menstrual periods with their daughters.
The film showcases how Stayfree called for auditions for a Daughter’s Day ad, without letting the ones auditioning know that it was an ad for Stayfree. When they progressed with their script, the fathers started to fumble at the mention of the subject on periods. However, with each take, they got more comfortable and didn’t see the need for the script, making it a conversation more than an audition.