Along with the DVC, a month-long on-ground campaign.
Mumbai: To mark Menstrual Hygiene Day, Pee Safe, India’s leading personal and intimate hygiene brand, unveiled its new campaign, ‘#Zero Period,’ with the launch of a deeply moving digital video commercial (DVC). The film tells the story of an 8-year-old footballer who experiences her first period on the field, highlighting the confusion, fear, and eventual strength that define so many young girls’ journeys through menstruation. The DVC offers an emotional and honest portrayal of what periods feel like at that age. First periods may feel intimidating: Zero Period is Pee Safe’s attempt to make first periods easier.
At the heart of this campaign is Pee Safe’s Disposable Period Panty, an innovative product tailored for first-time menstruators. Made with ultra-absorbent, breathable material and designed to feel like regular underwear, the panty offers leak-proof protection. It helps young girls manage their periods confidently and comfortably, whether they’re at school, on the field, or simply doing their day-to-day activities.
According to Vikas Bagaria (Founder), “Zero Period is about making space for honest conversations around menstruation—especially the first one. For many young girls, that experience can be confusing and isolating. Our intent with this campaign is to challenge the idea that periods are a disruption or something to be hidden. We want girls to feel equipped, reassured, and uninterrupted in whatever they choose to do.”
According to Rithish Kumar (Co-Founder), “We notice young girls stepping away from activities they love because of the fear or stigma attached to menstruation. With Zero Period, we want to change that by fostering understanding and support, particularly in environments like schools and sports. Our goal is simple: to help make periods easier, not just physically, but emotionally and socially too.”
As part of the campaign, Pee Safe is spotlighting real-life advocates for menstrual health, such as Divya Kumari, a national-level kabaddi player turned referee, and Dr. Ankita Pathak, a former kho-kho player and current nutrition coach for the National Games 2025.
In collaboration with the SRF Foundation and Akhandjyoti Foundation, Pee Safe is also conducting on-ground menstrual hygiene awareness sessions for people from underprivileged backgrounds. Sessions are also being conducted across leading schools, including KR Mangalam, GD Goenka, Bal Bharati, and Delhi Public School, to educate young girls. These sessions aim to provide adolescent girls with accurate information, emotional reassurance, and access to essential hygiene products, enabling them to manage their periods with confidence and dignity.
YouTube: https://youtu.be/j-04m3wp3jE?si=V32iiN0dWaBRpJEfInstagram:https://www.instagram.com/reel/DKCUufgyOLu/?igsh=MXJsMnQwMGVyMmlnMg%3D%3D Website : https://www.peesafe.com