Ad Campaigns
Pee Safe’s recent video campaign shows women not just born to be ordinary
MUMBAI: Pee Safe, personal hygiene and wellness brand, is encouraging women to rise above what the society expects of them and understand their true worth. A recent video campaign from the brand shows how the first women’s day was probably celebrated when they understood their value. The campaign reinforces Pee Safe’s commitment towards the cause of empowering women through their products and helping them rise to their full potential – after all, they are meant to achieve much more than just cook and clean.
The video shows how God created Eve from Adam’s rib cage and all she was expected to do is be a good wife, mother, and homemaker. Somewhere in between of all these responsibilities, it dawns on Eve that she is capable and worth much more – and that is what brings upon the realization that she needs to break out of the mold and take on the world.
Speaking about this, Pee Safe founder Vikas Bagaria said, “On International Women’s Day, we aim to give out the message that no woman is ordinary. Each one of them possesses the outstanding potential and can achieve a lot more when she chooses to step out of the confines and notions that have defined her for all these years. On our part, we are empowering them by ensuring better health and hygiene through our products. After all, good health and well-being are the cornerstones to achieving the best in life. There is an adage that behind every successful man, there is a woman and I would like to attribute the success of Pee Safe to the woman in my life, Srijana. After all, it is her personal experience that drove me to start Pee Safe – the brand that is today catering to the hygiene needs of so many women across the country.”
Pee Safe regularly undertakes campaigns and partnerships that showcase its support to the cause of empowering women. The most recent one is its association with the Taapsee Pannu starrer Thappad encouraging women to take charge of their well-being. The brand has also been associated with the movie Toilet Ek Prem Katha earlier. Pee Safe regularly undertakes social media discussions and what is called Pee Room Conversations to enable women to speak out about taboo topics including menstruation and intimate health.
In the last 30 months, Pee Safe has disrupted the women's hygiene products' segment by introducing environment-friendly products. The brand started with the Toilet Seat Sanitizer category that became a bestseller followed by other products addressing feminine and personal hygiene. Today, Pee Safe is a preferred choice amongst its customer base. Pee Safe's Toilet Seat Sanitizer Spray is a dermatologically tested product and kills microbes within 10 seconds, apart from being very travel-friendly. Since October 2015, the brand has diversified into products including eco-friendly sanitary pads, organic cotton tampons, menstrual cups, panty liners, breast pads, natural intimate washes, Wipes and Sweat Pads for both men and women, and Pollution Safe Anti-Pollution Dust Masks.
Pee Safe recently raised Rs 30 crore in Series A funding led by Alkemi Growth Capital, a health and wellness-focused fund. The brand has also launched its products in the subcontinent region and plans to expand its reach globally in the next five years.
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.
