Pee Safe, a leading personal hygiene brand, has launched a 360-degree marketing campaign to promote its disposable period panty (Pad Wali Panty), marking a significant achievement since its release in April 2024. The brand has sold nearly one million units and reported a 45% repeat purchase rate on its website. This product, designed for ultimate comfort with 360-degree coverage, soft material, and an easy disposal feature, is gaining rapid popularity with a consistent month-on-month growth of 20-25% across quick commerce channels.
The campaign targets key areas such as Cuffe Parade, Kamala Mills, and Powai with billboards, aiming to reach 40,000-50,000 working professionals. Radio ads on stations like Radio City and Fever FM further connect the brand with over 3.8 million listeners. Pee Safe’s founder, Vikas Bagaria, expressed the company’s mission to empower individuals to embrace their menstrual cycles with confidence and comfort through innovative period care products.
Founded in 2013 and expanding its reach globally, Pee Safe continues to break barriers with its commitment to normalizing period care and offering a diverse range of hygiene products. Its efforts are part of a broader initiative to reshape societal views on menstruation, building on previous campaigns such as ‘A period-friendly world.’ Today, Pee Safe’s products are available in over 25,000 retail outlets across India and 23 other countries, reinforcing its impact in the personal hygiene market.