MAM
Pee Safe’s new campaign drives 1M sales of disposable period panties
Mumbai: Pee Safe has launched a 360-degree campaign for its disposable period panty, which has sold nearly one million units since April 2024, with a 45 per cent repeat purchase rate on its website. The campaign highlights the product’s 360-degree coverage, soft material, panty-like fit, and easy disposal.
Sales on quick commerce platforms are growing at 20-25 per cent month-on-month. The marketing includes billboards in key areas like Cuffe Parade, Kamala Mills, and Powai, targeting 40,000-50,000 professionals, and radio ads on Radio City and Fever FM, reaching 1.8 million and 2 million listeners, respectively.
Join Pee Safe in celebrating the campaign and share your experiences with #PadWaliPanty!
“At Pee Safe, we believe in empowering every individual to embrace their menstrual cycles with confidence and comfort. Through our 360-degree campaign, we aim to normalise period care and celebrate the diverse choices available to menstruators today. Our period panties provide freedom and peace of mind, while our diverse range of period care products provide menstruators a range of choices that prioritize their comfort and lifestyle,” said Pee Safe founder Vikas Bagaria.
Co-founded by Srijana Bagaria and Vikas Bagaria in 2013 and officially launched in 2017 under Redcliffe Hygiene Pvt Ltd, Pee Safe provides hygiene solutions for women. The brand’s products, including toilet seat sanitiser spray, feminine and men’s hygiene products, grooming, and sexual wellness items, are available in over 25,000 retail counters across 100-plus Indian cities. Pee Safe also exports to 23 countries and is present on major e-commerce platforms.
MAM
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
