Pee Safe has rolled out a new digital video campaign, #BeInYourComfortZone, introducing its Comfort Range,a line of products focused on everyday ease, confidence, and hygiene for women
The brand has also appointed Smriti Mandhana as the ambassador for the range. Known for her on-field confidence and consistency, Mandhana’s association aligns with the campaign’s central idea of comfort as a foundation for self-assurance.
The campaign shifts the conversation from functionality to emotional relevance, positioning comfort not just as a product benefit but as an enabler of confidence in everyday life. Through a relatable narrative, the film highlights how small, often overlooked moments of discomfort can impact women’s routines, and how addressing them can restore ease and control.
Vikas Bagaria, Founder of Pee Safe, said “With ‘In Your Comfort Zone,’ we wanted to move beyond functionality and highlight the emotional role comfort plays in a woman’s everyday life. It’s about recognizing those small yet significant moments where discomfort can hold you back and changing that narrative. Through this campaign and our Comfort Range, we aim to empower women to choose themselves, prioritize their well-being, and live confidently without second-guessing their comfort.”
The film depicts everyday situations where discomfort is normalised but rarely addressed, using these moments to underline the importance of choosing the right hygiene solutions. By keeping the storytelling grounded and realistic, the campaign also attempts to encourage more open conversations around intimate hygiene, an area that continues to carry social taboos.
The Comfort Range includes products such as period panties, night pads, ultra-thin pads, and panty liners, designed to cater to different stages of the menstrual cycle while prioritising comfort, protection, and usability.
Link to the campaign:
