AdTech firm Frodoh has executed a high-impact Connected TV (CTV) campaign for hygiene brand Pee Safe, aligning the initiative with World Toilet Day to amplify conversations around hygiene as a national priority.

The campaign was strategically rolled out on November 19 and November 23, tying into both the global observance and peak weekend viewership patterns.

According to a press release, the campaign made extensive use of Frodoh’s advanced CTV capabilities, deploying a 3D Masthead across a wide network of connected TV environments. This allowed the brand to capture attention in lean-back, high-engagement settings where audiences are typically more receptive to thematic messages.

With occasion-led targeting, the communication was aligned to coincide with World Toilet Day awareness, ensuring high contextual relevance and strong recall during a period when hygiene conversations were particularly prominent.

To build on the momentum, Pee Safe extended the campaign through a weeklong sustenance plan across major OTT platforms. This approach helped maintain continuity for the brand’s ‘hygiene-first’ message and sustained visibility among Connected TV viewers during a timeframe when category relevance was at its peak.

Nitpreet Kaur, Head of Marketing at Pee Safe, said the initiative amplified the brand’s ongoing #HygieneKiAadat campaign, which promotes simple, repeatable hygiene habits.

“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,” she said. “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.”

Frodoh Founder and CEO Russhabh R Thakkar said the brand’s strong position in the hygiene space made the partnership an ideal fit for a moment-driven innovation. “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,” he said. He added that Frodoh looks forward to creating more culturally relevant campaigns with the brand.

The initiative highlights the growing importance of Connected TV as a high-attention channel for hygiene and wellness brands, reaffirming its ability to drive meaningful, context-led engagement at scale.