Ad Campaigns
Pee Safe launches ‘Pee Like a Gentle Man’ campaign
New Delhi: Pee Safe unveiled its latest campaign, ‘Pee Like a Gentle Man,’ a humorous video aimed at raising awareness about essential toilet hygiene practices. Launched to coincide with World Toilet Day, the video combines relatable humor with a serious message to underscore the importance of cleanliness in shared bathroom spaces.
This year’s World Toilet Day theme, “Toilets: A Place for Peace”, resonates through Pee Safe’s campaign, which brings a fresh and empowering approach to sanitation awareness. The campaign film captures a moment of drama in a cozy, middle-class Indian household, where Priya, a frustrated wife, stages a “life-changing” conversation with her husband, Arjun. The intense setup quickly gives way to a humorous twist: Priya isn’t breaking up with Arjun, but with his messy toilet habits. Through dramatic music and clever dialogue, Priya outlines her grievances – from the toilet seat left up to tissue on the floor, misplaced rolls, and water puddles everywhere – pushing Arjun to the brink of panic before revealing her true demand for a cleaner, more considerate bathroom environment.
The campaign video playfully highlights typical frustrations that many experience but seldom address. Using exaggerated tension and light-hearted humor, Pee Safe emphasises the necessity of hygiene products like toilet seat sanitizer sprays, disposable toilet seat covers, and stand-and-pee devices, which are designed to make public restroom experiences safer and more hygienic.
Commenting on the campaign launch, Pee Safe founder & CEO Vikas Bagaria shared, “With our World Toilet Day Campaign’ we wanted to approach the often-overlooked topic of toilet hygiene in a fun, relatable way that resonates with people across all age groups. Good hygiene shouldn’t be a chore – it’s a habit that can start at home with just a few mindful changes. We believe this video will not only entertain but also inspire people to pay closer attention to their habits, especially in shared and public spaces.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
