AdTech firm Frodoh executed a Connected TV (CTV) campaign for Pee Safe around World Toilet Day to highlight hygiene as a national priority. The campaign ran on Wednesday, 19 November and Sunday, 23 November, with the latter date aligning with high weekend CTV consumption.
Using Frodoh’s CTV solutions, the campaign deployed a 3D Masthead across a broad network of CTV environments at a national level. The placement focused on lean-back viewing contexts where audiences are generally more receptive to awareness-led messaging. Occasion-based targeting linked the campaign to World Toilet Day while aligning with peak weekend streaming trends to maximise relevance and visibility.
To extend continuity beyond the primary activity days, Pee Safe’s messaging continued for a week through a sustenance strategy across OTT platforms, ensuring consistent visibility among CTV audiences during a period of heightened conversation around hygiene.
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 activation, Frodoh and Pee Safe underline the growing role of Connected TV as a high-attention platform for hygiene and wellness brands.
