Personal hygiene brand Pee Safe has launched a 360-degree marketing campaign for its disposable period panty. Since April 2024, as per the company, it has sold nearly one million units, achieving a 45% repeat purchase rate on its website.
The disposable period panty features 360-degree coverage, soft material, a snug fit, and easy disposal. Reportedly, the product is experiencing a month-on-month growth rate of 20-25% on quick commerce channels.
The marketing campaign includes targeted billboards in areas such as Cuffe Parade, Kamala Mills, and Powai, reaching approximately 40,000-50,000 working professionals. Additionally, radio ads on Radio City and Fever FM aim to connect with 1.8 million and 2 million listeners, respectively.
“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 normalize 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” Vikas Bagaria, founder, Pee Safe, said.
Pee Safe’s advertising initiatives seek to shift societal perceptions around menstruation. The brand previously promoted a similar theme in its campaign titled ‘A period-friendly world.’
Founded in 2013 by Srijana Bagaria and Vikas Bagaria, Pee Safe was launched under Redcliffe Hygiene Private Limited in 2017. The company has expanded its product offerings to include feminine hygiene, men’s hygiene, grooming, and sexual wellness products, with a presence in over 25,000 retail locations across more than 100 cities in India. Pee Safe also exports to 23 countries and is available on major e-commerce platforms.