Personal hygiene brand Pee Safe has launched a new campaign, titled ‘#Zero Period’, to mark Menstrual Hygiene Day. The campaign includes a digital video commercial (DVC) and a month-long on-ground awareness drive focused on menstrual education for school-aged girls.
The DVC follows the story of an 8-year-old footballer who experiences her first period during a match. The video aims to depict the experience of first menstruation and the challenges young girls face.
As part of the initiative, Pee Safe is promoting its Disposable Period Panty, a product designed for first-time menstruators. The panty is made of breathable, absorbent material and is intended to provide leak-proof protection, while resembling regular underwear.
According to Mr Vikas Bagaria, Founder of Pee Safe, “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.”
Mr Rithish Kumar, Co-Founder, said, “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.”
The campaign also features 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. Both are involved in advocacy efforts for menstrual health.
In collaboration with the SRF Foundation and Akhandjyoti Foundation, Pee Safe is conducting menstrual hygiene awareness sessions in underprivileged communities. Additional sessions are being held in schools such as KR Mangalam, GD Goenka, Bal Bharati, and Delhi Public School. The sessions aim to provide accurate information, emotional support, and access to hygiene products.
