Brands
Pee Safe’s new DVC champions toilet hygiene, one spray at a time
MUMBAI: Think your spotless toilet at home is squeaky clean? Think again. Pee Safe, India’s leading hygiene and wellness brand, is out to change the way the country views bathroom hygiene with its new digital video campaign: “Hygiene ki aadat banao, Pee Safe ke saath.”
This isn’t just another health PSA. It’s a call for a culture shift. The campaign highlights a blind spot in everyday hygiene: while people are cautious about using public toilets, they often overlook the invisible germs lurking on toilet seats in their own homes.
“A toilet that looks clean can still be teeming with bacteria,” said Pee Safe, founder, Vikas Bagaria. “We want people to understand that hygiene doesn’t end at what the eye can see. Sanitising toilet seats should be as routine as brushing your teeth.”
Backed by data showing India’s female workforce participation rising to 40.3% in 2023–24, the campaign also underscores the increased exposure to shared work and public restrooms. With more women navigating dynamic environments, Pee Safe is championing a hygiene habit that supports both health and confidence.
But the initiative isn’t just for office-goers or commuters. It’s inclusive and family-focused, targeting everyone: men, women, and children with a simple, powerful message: sanitisation is self-care.
By encouraging Indians to adopt toilet seat sanitisation as a daily ritual, the campaign aims to make the act as instinctive as washing hands. With this bold push, Pee Safe hopes to spray away old habits and usher in a new era of mindful, everyday hygiene.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
