Mumbai: Marking Menstrual Hygiene Day, Pee Safe has launched its latest awareness initiative, #PlayInComfort, in collaboration with Indian cricketer Smriti Mandhana, to encourage young girls to continue participating in sports and physical activities with confidence during menstruation.
The campaign draws attention to a significant challenge faced by adolescent girls, with many gradually withdrawing from sports and physical activities due to menstrual discomfort, concerns around leakage, lack of access to suitable menstrual hygiene products, and limited awareness about menstrual health.
According to the brand, adolescence often marks a turning point when participation in sports begins to decline for many girls. While the reasons are not always openly discussed, menstruation-related challenges and social stigma continue to affect confidence and engagement on the field.
Through the #PlayInComfort initiative, Pee Safe aims to normalize conversations around periods in sports and reinforce the message that menstruation should not become a barrier to pursuing athletic ambitions or participating in physical activities.
As part of the campaign, Indian cricketer Smriti Mandhana has partnered with the brand to advocate for greater awareness around menstrual health and to inspire young female athletes to approach periods with confidence rather than hesitation. The association seeks to spotlight the importance of creating a supportive environment that enables girls to remain active in sports throughout their menstrual cycle.
The initiative also highlights the growing need for accessible, comfortable and reliable menstrual hygiene solutions that can help girls participate in sports without compromising on comfort or confidence.
Commenting on the initiative, Vikas Bagaria, Founder of Pee Safe, said, “Many young girls slowly start drifting away from sports once they begin menstruating, not because they lack talent or ambition, but because periods are still surrounded by silence, discomfort, and weak awareness. With #PlayInComfort, we want to encourage girls to keep chasing the sports they love with confidence as well as comfort. In addition, over the years, Pee Safe has conducted more than 370 dedicated awareness and hygiene sessions across 90+ cities in India as part of our ongoing commitment to make conversations around menstrual health more reachable, better informed, and free from stigma.”
The campaign forms part of Pee Safe’s broader efforts to promote menstrual health awareness and foster open dialogue around menstruation. Through educational initiatives and awareness programmes conducted across the country, the brand has been working to address stigma and improve access to menstrual hygiene information.
