02nd December, 2025; Mumbai, India: Fast-growing AdTech firm, Frodoh executed a high impact campaign for Pee Safe, strategically timed around World Toilet Day to spotlight hygiene as a national priority. The campaign ran on Wednesday, 19 November and Sunday, 23 November, capturing cultural relevance and high weekend CTV consumption.
Leveraging Frodoh’s cutting edge Connected TV solutions, the campaign deployed a high-impact 3D Masthead across a wide network of CTV environments at a national scale. This ensured strong visibility in lean-back, high-attention settings where viewers were more receptive to thematic messaging around hygiene. Occasion led targeting aligned the communication with World Toilet Day awareness and peak weekend consumption, maximising contextual relevance and campaign impact.
To maintain continuity, a weeklong sustenance plan across OTT platforms extended Pee Safe’s hygiene first message across Connected TV audiences throughout the week. This combined approach strengthened awareness during a period when hygiene conversations and category relevance were at their peak.
Speaking on the association, Nitpreet Kaur – Head of Marketing, Pee Safe said, “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, 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 we look forward to exploring more opportunities to create meaningful, culturally relevant campaigns together.”
With this campaign, Frodoh and Pee Safe reaffirm the growing role of CTV as a high attention channel for hygiene and wellness brands.
