MUMBAI: Think your spotless toilet at home is squeaky clean? Think again. Pee Safe, India’s leading hygiene and wellness brand, is out to change the way the country views bathroom hygiene with its new digital video campaign: “Hygiene ki aadat banao, Pee Safe ke saath.”
This isn’t just another health PSA. It’s a call for a culture shift. The campaign highlights a blind spot in everyday hygiene: while people are cautious about using public toilets, they often overlook the invisible germs lurking on toilet seats in their own homes.
“A toilet that looks clean can still be teeming with bacteria,” said Pee Safe, founder, Vikas Bagaria. “We want people to understand that hygiene doesn’t end at what the eye can see. Sanitising toilet seats should be as routine as brushing your teeth.”
Backed by data showing India’s female workforce participation rising to 40.3% in 2023–24, the campaign also underscores the increased exposure to shared work and public restrooms. With more women navigating dynamic environments, Pee Safe is championing a hygiene habit that supports both health and confidence.
But the initiative isn’t just for office-goers or commuters. It’s inclusive and family-focused, targeting everyone: men, women, and children with a simple, powerful message: sanitisation is self-care.
By encouraging Indians to adopt toilet seat sanitisation as a daily ritual, the campaign aims to make the act as instinctive as washing hands. With this bold push, Pee Safe hopes to spray away old habits and usher in a new era of mindful, everyday hygiene.
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