Adtech platform Frodoh partnered with Pee Safe to execute a Connected TV (CTV) campaign tied to World Toilet Day, reinforcing hygiene behaviour through high-impact screen moments. The initiative featured a 3D masthead placement on key CTV environments on 19 and 23 November, aligning the message with both hygiene awareness conversations and a high-viewership sporting weekend.
The campaign also extended across OTT platforms for an additional week, ensuring continuity and repetition-key elements in habit formation. The communication leaned on Pee Safe’s catchy behaviour ritual, framed through the tongue-twister #HygieneKiAadat: “Spray, Sit, Flush, Spray.”
Nitpreet Kaur, Head of Marketing at Pee Safe, noted that visibility and repetition are essential to making hygiene second nature. She shared that this execution marks the brand’s first-ever CTV activation and allowed their message to appear during relaxed, long-form viewing moments-when audiences were more attentive and receptive.
Russhabh R. Thakkar, Founder and CEO of Frodoh, added that the collaboration strategically paired cultural timing with immersive ad formats. World Toilet Day placements and the India vs South Africa cricket match created two strong contextual entry points, enabling scale and relevance. He emphasised that Frodoh aims to continue creating campaigns that intersect cultural moments with category education.
The initiative showcases how CTV is emerging as a powerful medium for hygiene, wellness, and purpose-led communication-bridging impactful messaging with premium digital environments.
