Fast-growing AdTech company Frodoh has delivered a high-impact Connected TV (CTV) campaign for leading hygiene brand Pee Safe, strategically timed around World Toilet Day to highlight hygiene as a critical national priority. The campaign was activated on Wednesday, 19 November, and Sunday, 23 November, aligning with cultural relevance and peak weekend CTV viewership.
Using Frodoh’s advanced CTV advertising solutions, the campaign featured a 3D Masthead placement across a wide network of premium CTV environments nationwide. The format enabled strong visibility in lean-back, high-attention moments—ensuring viewers were more receptive to Pee Safe’s hygiene-centric messaging at a time when global discussions around sanitation were at their peak. Occasion-led targeting further amplified the impact by synchronizing the communication with World Toilet Day awareness and elevated weekend content consumption.
To maintain momentum, Frodoh deployed a weeklong sustenance plan across major OTT platforms, extending Pee Safe’s “hygiene-first” narrative throughout Connected TV audiences. The unified approach helped the brand reinforce its message during a period when hygiene conversations and category relevance were at their highest.
Nitpreet Kaur, Head of Marketing at Pee Safe, highlighted the relevance of the initiative, stating:
“Hygiene becomes a habit when it’s simple, consistent, and visible, which is exactly what #HygieneKiAadat aims to drive with its memorable tongue twister: Spray, Sit, Flush, Spray. To mark World Toilet Day, Pee Safe’s maiden CTV campaign amplified this message with a nationwide masthead, strengthening awareness around the brand. Through Frodoh’s CTV execution, the campaign reinforced this habit while people enjoyed their daily OTT time, with the impact further extended for sustained visibility.”
Russhabh R Thakkar, Founder and CEO of Frodoh, added:
“Pee Safe has built a strong voice in the hygiene space. This campaign allowed us to pair contextual timing with immersive CTV formats to deliver real impact—first on the 19th for World Toilet Day and again on the 23rd during the India vs South Africa cricket match. We thank Pee Safe for trusting us with such moment-driven innovations and look forward to creating more culturally relevant campaigns together.”
The success of the campaign underscores the rising importance of Connected TV as a high-attention channel for hygiene and wellness brands. With this initiative, Frodoh and Pee Safe have demonstrated how contextual timing, immersive formats, and sustained messaging can drive impactful brand awareness in India’s rapidly evolving digital ecosystem.
