Pee Safe’s new campaign cleans up World Toilet Day

NEW DELHI: Talk about doing the dirty work. Pee Safe marked World Toilet Day with a nationwide hygiene push built around its catchy new mantra: Spray. Sit. Flush. Spray.

The brand launched an extensive on ground campaign to raise awareness about toilet hygiene and encourage consistent use of toilet seat sanitizers. While its digital film Clean Is Not Sanitized set the tone, the core of this year’s drive has been offline activations designed to reach people where the hygiene gap is real and visible.

At the heart of the initiative is a tongue twister turned hygiene habit. Spray. Sit. Flush. Spray. The four step reminder was displayed across posters, rule cards and installations at partner locations, making the message hard to forget and easy to follow.

Corporate offices formed a major outreach point, with Pee Safe distributing toilet seat sanitizers and holding awareness sessions that highlighted the difference between toilets that look clean and toilets that are actually sanitised. Employees were encouraged to sanitise seats before and after every use, especially in shared washrooms.

Founder Vikas Bagaria said World Toilet Day served as a reminder that simple hygiene practices still require consistent reinforcement. He added that the brand’s mantra aims to make toilet hygiene practical and habit forming for every individual.

The campaign also hit petrol pumps and highway rest stops to support women travellers. Free toilet seat sanitizers were distributed to women drivers, offering peace of mind in unpredictable restroom conditions on long journeys.

One of the stand out moments came at a large pickleball event, where Pee Safe installed a UV lit toilet display showing the invisible germs that linger on public restroom surfaces. Attendees learned about the “toilet sneeze”, the spray of germs that can land on surrounding areas with every flush. Demonstrations stressed that hygiene goes beyond the seat, covering door handles, faucets, flush buttons and other high touch points. Visitors also received “Drink Freely” water bottles, underscoring that staying hydrated is easier when restrooms feel safer.

The drive extended to campuses including MDI and BITS Pilani, where students took part in interactive demos focused on proper toilet hygiene and the role of sanitizers in everyday use. The goal was to build long term hygiene habits among young adults before they step into shared workplaces and public spaces.

With its mix of education, engagement and practical tools, Pee Safe’s campaign aimed to turn everyday restroom visits into safer, cleaner and more mindful routines.