Write a short summary of what happens in the film

In India periods is associated with taboo and Stayfree took it upon itself to bring in a change. It is assumed and culturally accepted that it’s a mom’s job to have ‘The Talk’ with their daughters about periods. But what if dad’s initiated this conversation as well? In this film we see father-daughter duos being tricked into having a conversation about periods, disguised as an audition for an ad. As they read the script, midway through they realise it isn’t what they expected it to be. They begin to fumble, stutter and avoid eye contacts with each other. Clearly there is discomfort in talking about this subject, but we don’t stop, we go on with audition. In the end, all the participants open up and talk about periods more confidently. With fathers reassuring their daughters that it’s a natural process, we witness a cultural shift that encourages period conversations.

Please tell us how the brand purpose inspired the work

Menstruation is a subject of taboo across households in India for ages now. The older generation grew up in a culture where too many restrictions were imposed when young girls and women got their periods. The brand’s purpose is to bring in a cultural shift by having open conversations about periods and accepting it for it actually is. And we believed that change could begin at home, by simply including both the parents in period conversations. When people are comfortable talking about it, we get a step closer to normalising periods.