Frodoh flushes out clutter with Pee Safe’s World Toilet Day CTV push

MUMBAI: If advertising ever needed a clean sweep, Frodoh seemed determined to give it one scrubbing its way into living rooms nationwide with a World Toilet Day campaign that refused to be ignored. In a bid to turn hygiene into headline habit, the fast-growing AdTech firm rolled out a high-impact Connected TV (CTV) campaign for Pee Safe on 19 November and again on 23 November, syncing cultural relevance with peak weekend screen time.

Pee Safe’s #HygieneKiAadat campaign, built around its now-catchy tongue twister “Spray, Sit, Flush, Spray”, landed in front of viewers in high-attention, lean-back environments thanks to Frodoh’s 3D Masthead deployed across a wide CTV network. The immersive format ensured that the hygiene-first message reached audiences precisely when conversations around sanitation were surging from World Toilet Day awareness on Wednesday to the cricket-fuelled weekend spike during the India vs South Africa match.

To keep the momentum from tapering off, Frodoh extended the push with a weeklong OTT sustenance plan, ensuring Pee Safe stayed top of mind as hygiene discussions and category relevance remained at their annual high. The continuity effort amplified reach beyond the tentpole days, nudging viewers toward consistent habits instead of one-day reminders.

Pee Safe head of marketing Nitpreet Kaur said the campaign’s aim was simple: to make hygiene visible, memorable and repeatable. “Hygiene becomes a habit when it’s simple, consistent, and visible, which is exactly what #HygieneKiAadat aims to drive,” she said. Calling the CTV push the brand’s “maiden” Connected TV outing, she said the nationwide masthead strengthened the message while audiences unwound with their daily OTT routines.

For Frodoh, the collaboration underscored the power of timing plus tech. Frodoh founder and CEO Russhabh R Thakkar credited Pee Safe’s strong category voice for enabling impact. “This campaign allowed us to pair contextual timing with immersive CTV formats,” he said, noting that the dual bursts 19 November for World Toilet Day and 23 November during the cricket match helped deliver culturally relevant visibility. He added that the company is eager to explore more “moment-driven innovations”.

Together, Pee Safe and Frodoh have signalled a shift in hygiene marketing, CTV isn’t just a high-reach medium, it’s a high-attention one. And in a category that thrives on habit, frequency and visibility, this campaign proved that timing really is everything, especially when it’s about keeping the nation’s hygiene conversation… flowing.