Pee Safe, the top brand in the feminine hygiene segment, has named cricketer and vice-captain of the Indian cricket team, Smriti Mandhana, as the brand ambassador for its comfort range.
Given that Pee Safe is celebrating its 9th anniversary, this partnership is especially significant. This collaboration will help Pee Safe strengthen its position in the niche by providing comfort-based solutions, as well as build deeper relationships with its growing customer base.
Mandhana will be representing Pee Safe’s Comfort Range, which includes products like Comfort Period Panty, Panty Liners, Comfort Ultra Thin Pads, Comfort Night Pads, and Toilet Seat Sanitiser. The collaboration demonstrates Pee Safe’s commitment to creating authentic intimate care products that people may use without worry of being judged.
The association originates from a shared desire to raise awareness of menstrual hygiene and promote comfort as an essential component of feminine hygiene. Smriti Mandhana, whose calm and confident demeanour on and off the pitch has virtually become synonymous with her name, exemplifies women who unabashedly breach taboos with ease and natural flair. Her strong and progressive nature, while also being rooted and determined, is ideally aligned with Pee Safe’s basic values and ideals.
Vikas Bagaria, the Founder of Pee Safe, said, “At Pee Safe, the vision has always been to redefine feminine hygiene by placing comfort, dignity, openness, and access at its core. Smriti Mandhana reflects this philosophy effortlessly. Her confidence, originality, and willingness to break the social barriers are a powerful voice for change. This connection represents a big step in the direction of normalizing the dialogue on the subject and encouraging women across the country to put comfort first without compromise.”
On the deal, Smriti Mandhana said, “I don’t think comfort should ever be something you have to think twice about or compromise on. It should just be a given. That’s what stood out to me about Pee Safe, as they’re trying to make comfort a priority, not an afterthought.”
Furthermore, the company hopes to increase awareness and association of its comfort products among Tier 1 consumers while also increasing its distribution footprint to reach a bigger audience.
The association’s goal was to alter women’s menstrual cycle experiences by prioritising comfort in feminine hygiene. Smriti Mandhana, in collaboration with Pee Safe, will play a key role in developing a new narrative in which comfort is more than simply a product benefit, but a lifestyle. She will join the Pee Safe family in reaffirming the objective to change the face of feminine hygiene in India by offering products tailored to the needs of the country’s women.
