Mumbai: Pee Safe has launched a 360-degree campaign for its disposable period panty, which has sold nearly one million units since April 2024, with a 45 per cent repeat purchase rate on its website. The campaign highlights the product’s 360-degree coverage, soft material, panty-like fit, and easy disposal.
Sales on quick commerce platforms are growing at 20-25 per cent month-on-month. The marketing includes billboards in key areas like Cuffe Parade, Kamala Mills, and Powai, targeting 40,000-50,000 professionals, and radio ads on Radio City and Fever FM, reaching 1.8 million and 2 million listeners, respectively.
Join Pee Safe in celebrating the campaign and share your experiences with #PadWaliPanty!
“At Pee Safe, we believe in empowering every individual to embrace their menstrual cycles with confidence and comfort. Through our 360-degree campaign, we aim to normalise period care and celebrate the diverse choices available to menstruators today. Our period panties provide freedom and peace of mind, while our diverse range of period care products provide menstruators a range of choices that prioritize their comfort and lifestyle,” said Pee Safe founder Vikas Bagaria.
Co-founded by Srijana Bagaria and Vikas Bagaria in 2013 and officially launched in 2017 under Redcliffe Hygiene Pvt Ltd, Pee Safe provides hygiene solutions for women. The brand’s products, including toilet seat sanitiser spray, feminine and men’s hygiene products, grooming, and sexual wellness items, are available in over 25,000 retail counters across 100-plus Indian cities. Pee Safe also exports to 23 countries and is present on major e-commerce platforms.
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