Pee Safe, a personal hygiene brand, has unveiled a 360-degree campaign for its disposable period panty.
As per the brand, the product has been a success with customers and since April 2024, it has sold nearly one million units of the period panty, with a 45% repeat purchase rate on its website.
This marketing initiative highlights the innovative product, and normalises the period panty. Key features of the disposable period panty include a 360-degree coverage, soft and comfortable material, snug, panty-like fit and easy disposal, the brand stated.
On quick commerce channels, the product is seeing a growth rate of 20 to 25% month-on-month. The marketing efforts include targeted billboards in areas like Cuffe Parade, Kamala Mills, and Powai, reaching approximately 40,000-50,000 working professionals.
The brand’s radio ads on Radio City and Fever FM are set to connect with 1.8 million and 2 million listeners, respectively.
Through its advertising and marketing campaigns, Pee Safe has always tried to change the way society views and discusses the topic of menstruation. The brand has been working on building open-mindedness with this dialogue and script of the campaign. It has demonstrated a similar theme in its previous ad campaign, ‘a period-friendly world’.
Speaking on the development, Vikas Bagaria, Founder, Pee Safe, said, “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 prioritise their comfort and lifestyle.”
