New Delhi, May 27, 2025 – With heartfelt storytelling and a mission to normalize periods for young girls, personal hygiene brand Pee Safe has launched its latest campaign, #ZeroPeriod, in honor of Menstrual Hygiene Day. The campaign centers around one powerful idea: making first periods less scary and more supported.
At the heart of the campaign is a stirring digital video commercial (DVC) that follows the journey of an 8-year-old footballer who gets her first period mid-game. What begins as a moment of confusion and fear gradually transforms into one of resilience and pride. It’s a moment countless girls around the country can relate to — and one that Pee Safe is determined to make easier.
“First periods often arrive unannounced and unprepared for,” said Vikas Bagaria, Founder of Pee Safe. “With #ZeroPeriod, we want to change that by creating a world where periods are not feared, but understood — a world where girls aren’t interrupted from doing what they love.”
To support this vision, Pee Safe has launched an innovative product — the Disposable Period Panty — designed specifically for first-time menstruators. Soft, breathable, and ultra-absorbent, it’s meant to feel like regular underwear while offering the leak-proof protection young girls need. Whether in the classroom or on the sports field, the panty helps girls feel secure and confident.
Rithish Kumar, Co-Founder of Pee Safe, added, “Too many girls miss out on sports, school, or even daily activities because of stigma and fear. We want to flip that narrative and make menstruation something that doesn’t disrupt — but is simply a part of life, understood and accepted.”
But the campaign is not stopping at the screen.
As part of a month-long on-ground initiative, Pee Safe is taking the message to schools and communities across India. Collaborating with SRF Foundation and Akhandjyoti Foundation, the brand is conducting menstrual hygiene sessions for underprivileged communities and young students. So far, workshops have been held at leading schools like KR Mangalam, GD Goenka, Bal Bharati, and Delhi Public School, reaching hundreds of adolescent girls.
The campaign also features powerful voices like Divya Kumari, a national-level kabaddi player turned referee, and Dr. Ankita Pathak, a former kho-kho player and nutrition coach for the National Games 2025. Both women are not only role models in sport but vocal advocates for menstrual health — and they’re bringing their stories to inspire the next generation.
Through honest conversations, empathetic education, and practical solutions, #ZeroPeriod aims to dismantle shame and silence around menstruation — starting from the very first one.
In a society where “period talk” is still often hushed, Pee Safe’s campaign is a reminder that girls don’t need to pause for their periods. With the right support, they can continue running, scoring, learning, and growing — uninterrupted.
