How Stayfree Tured Shopping Lists into Period Lessons

In India, menstruation remains shrouded in stigma. It is largely one-sided, aimed only at girls, reinforcing associations of discomfort and silence. Much of that silence stems from how boys are raised: uninformed, awkward, and detached from the subject.

We recognised a simple, everyday cultural behaviour and challenged this norm by turning it into a bold statement “Beta Stayfree Le Aana” (Son, Get Stayfree).

Sons are often sent for last-minute shopping, but sanitary napkins are never on the list. Using this simple insight, we encouraged parents to include pads in their sons’ shopping lists. The film, featuring real families and relatable moments, sparked a nationwide conversation with its honest storytelling, sensitive direction, and emotionally resonant dialogues.