Pee Safe turns toilet drama into gentle hygiene revolution

Personal hygiene brand Pee Safe’s latest campaign, ‘Pee like a gentle man’ is a humorous and thought-provoking video aimed at raising awareness about essential toilet hygiene practices. Launched to coincide with World Toilet Day’s theme ‘Toilets: A place for peace’, it combines relatable wit with a serious message to underscore the importance of cleanliness in shared bathroom spaces.

The campaign film captures a moment of drama in a cozy, middle-class Indian household, where Priya, a frustrated wife, stages a ‘life-changing’ conversation with her husband, Arjun. The intense setup quickly gives way to a humorous twist: Priya isn’t breaking up with Arjun, but with his messy toilet habits.

Through dramatic music and clever dialogue, she outlines her grievances—from the toilet seat left up to tissue on the floor, misplaced rolls, and water puddles everywhere—pushing Arjun to the brink of panic before revealing her true demand for a cleaner, more considerate bathroom environment.

The campaign video playfully highlights typical frustrations that many experience but seldom address. Using exaggerated tension and light-hearted humour, Pee Safe emphasises the necessity of hygiene products like toilet seat sanitiser sprays, disposable toilet seat covers, and stand-and-pee devices, which are designed to make public restroom experiences safer and more hygienic.

Commenting on the campaign launch, Vikas Bagaria, founder and CEO of Pee Safe, shared, “With our World Toilet Day campaign we wanted to approach the often-overlooked topic of toilet hygiene in a fun, relatable way that resonates with people across all age groups. Good hygiene shouldn’t be a chore; it’s a habit that can start at home with just a few mindful changes. We believe this video will not only entertain but also inspire people to pay closer attention to their habits, especially in shared and public spaces.”

The launch of the campaign reflects Pee Safe’s ongoing commitment to fostering healthier, cleaner habits. What began in 2013 as a single-product venture focused on toilet seat sanitisation has now expanded into a personal hygiene brand addressing a wide range of needs, from intimate hygiene to period care. The campaign’s message aligns with Pee Safe’s broader mission to promote accessible hygiene solutions for every stage of life.

Campaign’s take: Pee Safe’s cheeky new campaign, ‘Pee Like a gentle man’, hits home with wit, warmth, and a dash of toilet-seat drama. Unveiled on World Toilet Day, it reframes bathroom etiquette as a domestic peace treaty waiting to happen. Through Priya’s dramatic (but relatable) showdown with her clueless husband Arjun, the campaign cleverly highlights the everyday frustrations of shared bathroom spaces: toilet seats left up, water puddles, and rogue tissue trails. The tension peaks, only to dissolve into laughter and a simple plea—clean up your act! 

The campaign’s genius lies in turning a universal yet under-discussed issue into a dinner-table conversation. The humour softens the stigma around hygiene, while the relatable domestic setting resonates with Indian households.

Pee Safe doesn't just sell hygiene products here; it pitches a lifestyle shift—one that prioritises health and harmony over habit. Will this campaign inspire change? Likely. Its playful tone disarms resistance, and its timing—on a globally significant day—adds gravitas to the humour. 

As India balances traditional norms with modern awareness, ads like this could become powerful nudges, transforming bathroom habits and, perhaps, relationships. After all, a clean toilet isn’t just about hygiene; it’s about keeping the peace.