The brand expands its hygiene mission with on-ground activations, workplace outreach, campus drives, and travel touchpoints to promote safer toilet practices across India
Pee Safe has unveiled its new national campaign, “Spray. Sit. Flush. Spray.”, marking World Toilet Day with a widespread on-ground initiative aimed at improving public awareness around toilet hygiene and the regular use of Toilet Seat Sanitisers. While the brand’s digital film, Clean Is Not Sanitized, kick-started the campaign, this year’s focus has centred strongly on offline activations designed to engage consumers directly across a variety of real-world locations.
At the heart of the campaign is a catchy, habit-forming tongue twister: “Spray. Sit. Flush. Spray.” The phrase is intended as a simple and memorable reminder for users to sanitise the toilet seat both before and after every use, reinforcing consistent hygiene practices. This messaging was further strengthened through posters and hygiene rule cards displayed across all participating sites.
A significant arm of the campaign involved corporate outreach programmes, where Toilet Seat Sanitisers were distributed across numerous office locations. Employees were educated about the crucial difference between toilets that appear clean and those that are genuinely sanitised, underscoring the importance of using the product in shared restroom environments to ensure safe and hygienic usage.
Speaking about the initiative, Vikas Bagaria, Founder of Pee Safe, said, “World Toilet Day reminds us that basic hygiene practices are fundamental for health and well-being. Through our offline activities and the simple ‘Spray, Sit, Flush, Spray’ mantra, we aim to make toilet hygiene accessible, pragmatic, and habit-forming for all, equipping every individual with the right tools and knowledge to stay safe wherever they go.”
The campaign also reached women on the move through activities at petrol pumps and highway rest stops, where women drivers were given free Toilet Seat Sanitiser sprays. These interactions aimed to empower women to confidently use public restrooms during travel, especially in situations where hygiene standards can be uncertain.
One of the standout elements of the campaign was a large pickleball event, featuring an installation with a toilet displayed under UV light to visually demonstrate the presence of germs on surfaces. Attendees were also introduced to the “toilet sneeze” effect—the dispersal of germs during flushing—which highlighted the need to sanitise not just toilet seats but also high-touch points such as door handles, taps, and flush buttons. Custom “Drink Freely” water bottles were distributed, encouraging hydration with the reassurance that Pee Safe’s products help ensure safer restroom experiences.
The campaign further extended to several college campuses, including institutes such as MDI and BITS Pilani, where students participated in interactive sessions and demonstrations on effective toilet hygiene practices. These efforts were designed to foster long-term healthy habits among young adults, promoting the regular use of Toilet Seat Sanitisers in shared campus facilities.
With its multifaceted offline push, Pee Safe’s World Toilet Day campaign aims to transform everyday hygiene behaviours and strengthen public understanding of sanitation beyond surface-level cleanliness.
