Pee Safe, the leading brand in the feminine hygiene segment, has onboarded 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 Foundation Day, this collaboration is particularly noteworthy. This partnership will help Pee Safe reinforce its position in the niche by offering comfort-based solutions, as well as create stronger relationships with its increasing consumer base.
Smriti Mandhana will represent Pee Safe’s Comfort Range, which includes products such as Comfort Period Panty, Panty Liners, Comfort Ultra Thin Pads, Comfort Night Pads, and Toilet Seat Sanitizer. The collaboration is a testament to Pee Safe’s dedication to providing authentic intimate care products that consumers can utilize without the fear of being judged.
The collaboration stems from a mutual desire to promote the discussion of menstrual hygiene and instill comfort as an integral component of feminine hygiene. Smriti Mandhana, whose calm and confident persona both on and off the field has almost become synonymous with her name, is the epitome of women who are unapologetically breaking taboos with ease and natural flair. Her personality, strong and progressive while at the same time rooted and determined, is perfectly in sync with the core values and beliefs upheld by Pee Safe.
Commenting on the association, 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.”
Smriti Mandhana expressed her collaborative thoughts through the following statement: “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.”
Through such a connection, the brand seeks to enhance the awareness and association of its comfort products with Tier 1 consumers while also expanding the distribution footprint to reach a larger audience.
The idea behind the association was to redefine the experience of the menstrual cycle in the lives of women by putting comfort at the heart of feminine hygiene. Smriti Mandhana, in her association with Pee Safe, will be instrumental in promoting a new narrative where comfort is not just a product benefit but a lifestyle. She will join the Pee Safe family in reinforcing the mission to change the face of feminine hygiene in India by providing products that are designed to meet the needs of women in the country.
