Pee Safe initiated the "Hygiene Ki Aadat" awareness campaign in observance of World Toilet Day, intending to promote the significance of safe hygiene.

World Toilet Day, marked every 19th of November, serves as a global effort to inspire awareness and address sanitation challenges worldwide. Established by the World Health Organization in 2001, this year's theme is 'Accelerating Change.'

In contrast to other advertisements that primarily focus on alarming consumers about potential hazards, the Pee Safe campaign aims to raise awareness about adopting improved hygiene practices and mitigating the risk of infections, including UTIs and E. coli.

Speaking about the campaign, Vikas Bagaria, Founder and CEO of Pee Safe, said, “Toilet hygiene in India has come a few steps forward, but we still have a long way to go. The Swachh India Mission has had a huge role in increasing awareness, creating infrastructure, and educating people about the importance of hygiene and sanitation and its impact on health and livelihoods."

Through this campaign, Pee Safe aims to educate people about essential products like toilet seat sanitiser sprays, toilet seat covers, and stand-and-pee devices, enabling comfortable use of public toilets. It emphasises that holding urine can elevate the chances of UTIs while utilising unhygienic toilets heightens the risk of infections transmitted through toilets. According to a report by IndiaSpend, approximately 50 per cent of women experience UTIs in their lifetime, often attributed to unsanitary toilet seats and unhealthy habits.

The campaign, under the tagline 'Hygiene ki Aadat,' emphasises the acceleration of changes, suggesting that one can cultivate safe and hygienic toilet habits in 21 days. Additionally, it underscores the importance of initiating this change by imparting safe and healthy toilet practices to children during their formative years.