To mark Menstrual Hygiene Day, Pee Safe, India’s leading personal and intimate hygiene brand, has launched its latest awareness campaign — #ZeroPeriod. At the core of the campaign is a powerful digital video commercial (DVC) that follows the journey of an 8-year-old footballer navigating her first period on the field. The film portrays the emotional turbulence, fear, and ultimate strength that accompany this pivotal moment in a girl’s life — aiming to normalize the conversation around menstruation from an early age.
The campaign centers around Pee Safe’s Disposable Period Panty, a thoughtfully designed product ideal for first-time menstruators. With breathable, ultra-absorbent material and the feel of regular underwear, the panty offers leak-proof comfort and convenience, helping young girls move through their daily routines — be it school, play, or sports — with confidence.
Mr. Vikas Bagaria, Founder of Pee Safe, shared,
“Zero Period is about creating space for open, honest conversations around menstruation — especially the first experience. We want to remove the stigma and empower girls to continue doing what they love, without fear or hesitation.”
Mr. Rithish Kumar, Co-Founder, added,
“Too often, young girls shy away from activities they enjoy due to the fear and stigma around periods. With Zero Period, our goal is to provide emotional, social, and physical support so that periods no longer feel like a disruption.”
As part of the campaign rollout, Pee Safe is engaging in a month-long on-ground initiative featuring real-life role models, including Divya Kumari, a national-level kabaddi player turned referee, and Dr. Ankita Pathak, a former kho-kho player and current nutrition coach for the upcoming National Games 2025. These athletes are helping educate young girls in schools and underserved communities.
In collaboration with SRF Foundation and Akhandjyoti Foundation, Pee Safe is conducting awareness drives across government schools and low-income neighborhoods, providing accurate menstrual education and access to hygiene products. Sessions are also being held in prominent institutions such as KR Mangalam, GD Goenka, Bal Bharati, and Delhi Public School, aiming to equip girls with the knowledge, confidence, and products they need to manage their periods with dignity.
Campaign Links:
YouTube DVC: Watch here
Instagram Reel: Watch here
Website: www.peesafe.com
