Pee Safe, one of India’s leading personal hygiene brands, marked World Toilet Day with the launch of a powerful and extensive national campaign titled “Spray. Sit. Flush. Spray.” Designed to raise awareness around the importance of toilet hygiene and routine sanitization practices, the campaign focuses on taking hygiene conversations beyond screens and into real-world spaces where they matter most.
While Pee Safe kickstarted the initiative with its digital film “Clean Is Not Sanitized,” the central thrust of this year’s efforts lay in large-scale offline activations. These on-ground engagements were created to help consumers understand the difference between a visibly clean toilet and one that is actually safe and sanitized—a gap that often goes unnoticed but has significant implications for public health.
At the heart of the campaign lies a memorable, habit-forming mantra: “Spray. Sit. Flush. Spray.” This tongue twister is more than just catchy—it’s a behavioral nudge designed to encourage users to sanitize toilet seats both before and after use, ensuring consistent hygiene for themselves as well as for the next person. To reinforce this message, the brand placed posters, hygiene reminders, and informational rule cards across all campaign locations, strengthening recall and making safe toilet practices second nature.
A major highlight of the initiative was its corporate outreach. Pee Safe distributed Toilet Seat Sanitizers across multiple office complexes and conducted awareness sessions to educate employees about the difference between toilets that look clean and those that are truly sanitized. The brand emphasized that shared washrooms, especially in offices, are high-risk zones where sanitizing before and after use should become a regular habit. Employees were encouraged to adopt the “Spray, Sit, Flush, Spray” routine to ensure their own safety and contribute to a more hygienic workspace.
Speaking about the campaign, 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 made a thoughtful stop at petrol pumps and highway rest areas, reaching out to women travellers—one of the groups most affected by poor restroom hygiene. Women drivers were provided with free Toilet Seat Sanitizer sprays, helping them feel safer and more confident while using public facilities during long journeys, particularly in unpredictable hygiene environments.
Among the most engaging elements of the campaign was a large-scale pickleball event, where Pee Safe installed a unique UV-light setup that revealed the often unseen germs present on toilet seats. Visitors were also introduced to the “toilet sneeze” concept—an eye-opening demonstration showing how flushing can propel germs onto nearby surfaces. Through this activation, the brand highlighted that hygiene extends far beyond the toilet seat to other frequently touched areas such as door handles, flush buttons, faucets, and latches. To further the spirit of safe hydration, attendees received customized “Drink Freely” water bottles, reinforcing the message that clean facilities empower healthier habits.
The momentum continued on college campuses, including MDI, BITS Pilani, and several others, where students participated in interactive demonstrations and hygiene sessions. These activities were specifically curated to instill long-term, responsible sanitation practices among young adults—an age group that often relies heavily on shared restrooms.
Through this multi-level national effort, Pee Safe has succeeded in transforming World Toilet Day from a symbol of awareness into a movement of action and habit change. With its simple yet powerful “Spray. Sit. Flush. Spray.” tagline, the brand hopes to spark a nationwide cultural shift toward cleaner, safer, and more mindful restroom habits—one sanitized toilet seat at a time.
