Brands
Hygiene brand Pee Safe partners with ‘Thappad’
MUMBAI: Pee Safe, India’s leading personal hygiene and wellness brand, has collaborated with the movie Thappad starring Taapsee Pannu. A video featuring Taapsee went live ahead of International Women’s Day 2020. It is trending as #BeSafewithPeeSafe on various social media platforms.
Thappad, to be released this Friday, 28 February, shows how in a marital relationship, one slap is enough to become the deal-breaker. Pee Safe believes that the same holds true for the health and hygiene of women. Diseases such as urinary tract infection (UTI) can cause long-term complications if they become a recurring phenomenon. So, steps must be taken to ensure that they don’t happen even once.
In the video, Taapsee speaks about how it is important to take precautions against both violence and health issues – and Pee Safe can become a trusted partner in empowering their well-being. The brand is a leader in the women’s personal hygiene segment and has directed its efforts towards preventing health issues amongst them since inception. Pee Safe has also partnered with the movie Toilet Ek Prem Katha earlier.
Speaking about this, Pee Safe founder Vikas Bagaria said: “We are happy to partner with the movie Thappad. The movie has some brilliant performances especially by Taapsee and encourages women to take charge of their own well-being and safety. Pee Safe is empowering women to do this through products such as the toilet seat sanitizer spray which can prevent UTI and other infections. On International Women’s Day, it is time for women to take a pledge and say yes to good health and personal hygiene.”
In the last 30 months, Pee Safe has disrupted the women’s hygiene products’ segment by introducing environment-friendly products. The brand started with the toilet seat sanitizer category that became a bestseller followed by other products addressing feminine and personal hygiene. Today, Pee Safe is a preferred choice amongst its customer base.
Pee Safe’s Toilet Seat Sanitizer Spray is a dermatologically tested product and kills microbes within ten seconds, apart from being very travel friendly. Pee Safe was commercially launched in 2013, and by October 2015, the brand had sold over 100,000 units. Since then, there has been no looking back. Pee Safe now has a range of products including eco-friendly sanitary pads, organic cotton tampons, menstrual cups, panty liners, breast pads, natural intimate washes, wipes and sweat pads for both men and women, and pollution safe anti-pollution dust masks.
Pee Safe recently raised Rs 30 crore in series funding led by Alkemi Growth Capital, a health and wellness-focused fund. The brand has also launched its products in the subcontinent region and plans to expand its reach globally in the next five years. Pee Safe products are currently available in modern trade, general stores, airports and organised stores across 40+ cities and online at www.peesafe.com and across leading e-commerce platforms such as Amazon, Nykaa, and Flipkart.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
