Stayfree upgrades Secure XL with pad change alert technology

MUMBAI: Periods already keep women on their toes, Stayfree wants to make sure they do not have to keep checking their pads too. The menstrual hygiene brand has unveiled an upgraded version of its Stayfree Secure XL sanitary pad, introducing a new Pad Change Alert feature designed to help users identify when it is time to replace the pad while offering up to 12 hours of protection.

The upgraded product uses the brand’s Double Leak Lock technology, which features a two-stage protection mechanism. According to the company, the inner barrier locks in fluid during use, while the outer barrier gradually turns red to indicate that the pad should be changed, an innovation Stayfree says is a first for the category.

The launch comes as menstrual hygiene brands increasingly focus on solving everyday pain points beyond absorbency, with convenience, confidence and comfort becoming key battlegrounds for product innovation.

Stayfree said the upgraded Secure XL was developed following consumer research and product validation, with internal studies indicating that 100 per cent of women who tested the product said they liked the upgraded version.

Explaining the thinking behind the launch, Supriya Srinivasa, Marketing Director, Stayfree India, said many women carry an invisible mental burden during their periods, from worrying about leaks and locating washrooms to planning pad changes throughout the day. She said the new product is intended to reduce one of those anxieties by giving users a clearer indication of when it is time to change their pad.

To support the rollout, Stayfree has launched a nationwide marketing campaign featuring brand ambassador Kiara Advani. The television commercial has been directed by filmmaker Shoojit Sircar, while Omnicom (Magnon India) handled production. The campaign will also be backed by influencer collaborations, digital marketing, on-ground activations, product sampling and outdoor promotions, including wall paintings.

Advani said the upgraded product is aimed at giving women greater confidence to go about their daily routines without worrying about frequent pad changes, while Sircar said the campaign focuses on portraying periods as something that should not interrupt everyday experiences and adventures.

McCann India Executive Creative Directors Chitra Bhanu and Siddhesh Khatavkar said the campaign was built around the insight that while periods bring unavoidable physical challenges, uncertainty over protection should not be one of them.

The upgraded Stayfree Secure XL is now available through supermarkets, kirana stores, e-commerce marketplaces and quick commerce platforms as the brand looks to strengthen its position in India’s fast-evolving feminine hygiene market, where product innovation is increasingly centred on comfort, convenience and user confidence rather than protection alone.