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
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
