For years, menstrual hygiene campaigns mostly focused on “awareness” - talking about periods in overly polished and unrealistic ways. But now, brands like Pee Safe are trying to change that conversation completely.

With its latest campaign featuring cricketer Smriti Mandhana, the brand is focusing less on “perfect period positivity” and more on what women actually experience every month - discomfort, mood swings, cramps, exhaustion, and the need for comfort. The campaign challenges the unrealistic expectation that women should always appear cheerful and energetic during their periods.

Instead of traditional sanitary pad advertisements with idealized visuals, Pee Safe’s messaging focuses on emotional honesty and real-life experiences. The campaign also highlights products like period panties, ultra-thin pads, night pads, and panty liners designed around comfort and convenience.

Many people online believe this reflects a bigger shift in how menstrual hygiene is being discussed in India. Younger audiences now want brands to speak honestly about women’s health instead of hiding discomfort behind unrealistic advertising.

The campaign is also helping normalize more open and relatable conversations around periods without shame, awkwardness, or forced positivity.