Pee Safe Aims to Build Daily Sanitisation Habit Through New DVC

Hygiene and wellness brand Pee Safe has rolled out a new digital video campaign (DVC) titled ‘Hygiene Ki Aadat Banao, Pee Safe Ke Saath’. The campaign focuses on driving awareness about toilet seat sanitization, not just in public spaces but within households.

The company pointed out that while many Indians exercise caution while using public toilets, they often overlook potential risks in their own homes. The campaign highlights that toilet seats, even when visibly clean, can carry germs and bacteria, and should be sanitised before use.

Commenting on the campaign, Vikas Bagaria, founder of Pee Safe, said, “Most of the people assume that if a toilet appears clean, it is safe to use, but actually, the germs are not visible to the naked eye. According to studies, since India's female participation in the workforce stood at 40.3% in 2023-24, women are finding it more and more necessary to balance roles in diverse environments. With this video, we hope to bring to light why sanitising toilet seats must be a household healthy habit in workplaces as well as public places too.”

Through this initiative, Pee Safe is attempting to position toilet seat sanitisation as a daily routine, comparable to brushing teeth or washing hands. The company said it aims to extend this practice across all age groups, framing it as a shared household hygiene responsibility.

The launch also reflects the brand’s broader strategy to expand the hygiene category by shifting consumer focus from occasional, situational use of products to consistent, habitual adoption. Industry executives tracking the category note that brands such as Pee Safe are working to expand market size by creating newer hygiene behaviours in India, moving beyond sanitary products into adjacent categories.