Brands
Pee Safe raises Rs 290 Crore as OrbiMed backs its next leap
NEW DELHI: Pee Safe has cleaned up big time. The New Delhi-based women’s hygiene and wellness brand has raised $ 32 million or about Rs 290 crore in a series C funding round led by OrbiMed, a global healthcare-focused private equity firm.
The round includes a mix of fresh capital and secondary share purchases from early backers. The money will help Pee Safe press the accelerator on offline retail expansion, dial up brand-led marketing, and deepen its presence across quick commerce platforms and major online marketplaces.
Founded by Vikas Bagaria and Rithish Kumar, Pee Safe operates in categories most brands once tiptoed around. Toilet hygiene, feminine care and intimate wellness are now its calling cards. The company claims an annualised net revenue run rate of over Rs 150 crore and, notably, is profitable. In India’s consumer startup landscape, that is still more exception than rule.
The founders say the brand was built to tackle taboos head-on, and the numbers suggest consumers are listening. Pee Safe today serves millions of women in India and overseas and is steadily widening its playbook in personal care and wellness.
“From day one, the focus was on strong fundamentals and long-term thinking,” said Bagaria. “That discipline has allowed us to scale without burning cash. OrbiMed shares our belief in the consumer healthcare opportunity and that makes this partnership a natural fit.”
Kumar added that the funding will help the company balance reach and speed. Offline shelves are a priority, but so is winning the fast lane of quick commerce and e-commerce.
OrbiMed is equally bullish. Senior managing director Sunny Sharma said Pee Safe has built a differentiated brand with loyal consumers in large, high-impact categories. Sharma, along with Sumona Chakraborty, will join the company’s board.
With fresh capital and a global healthcare investor on board, Pee Safe is setting out to make women’s hygiene not just mainstream, but truly mass.
Brands
Sting launches ‘Sound of Six’ cricket campaign
Pepsico energy drink ties signature sonic to every boundary hit with Yuvraj Singh and Ravi Shastri.
MUMBAI: Sting just turned every six into its own personal anthem because nothing says “energy” like a boundary that hits different notes. Pepsico India’s Sting energy drink has rolled out the latest chapter of its sonic branding with “Sound of Six”, a nationwide campaign syncing the brand’s signature “Sting” sound to the varying power of cricket sixes this season. The push positions Sting as the audio heartbeat of high-octane moments on the pitch, using its sonic identity to “qualify” shots from gentle lofted clears to monster maximums.
The launch film, featuring cricket legends Yuvraj Singh and Ravi Shastri, unfolds on a sunlit ground with playful banter that builds into a sequence of escalating hits. As Singh smashes the ball, he quips that the length and force of the shot should dial up the intensity of the Sting sound. Shastri’s commentary ramps up accordingly, riffing on the brand name with escalating flair to match each strike’s energy turning a simple boundary into an audible spectacle.
Pepsico India category head for energy portfolio Diksha Bajaj said, “Cricket is a major passion point in this country. Our campaign is rooted in the insight that no two sixes are the same. We set out to use the Sting sonic identity as a qualifier that redefines every hit.”
Yuvraj Singh added, “This campaign turns the feeling of hitting a six into something fans can hear. It is bold and matches the intensity of the game.”
Ravi Shastri chimed in, “Commentating on a six is an exhilarating part of the game. This campaign adds a new dimension by introducing a distinct sonic. The idea of owning the sound of every six is relatable for fans.”
Leo Burnett South Asia chief creative officer Vikram Pandey noted that pairing Singh’s power-hitting with Shastri’s iconic voice lets the brand relive cricket’s electric moments through a fresh, auditory lens.
The campaign will air across television, digital platforms, and social media, timed to catch the fever of the ongoing cricket season. For fans who live for the roar of the crowd and the crack of the bat, Sting’s betting that the next big six won’t just be seen, it’ll be heard loud and clear.
