MAM
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.
Brands
YES Bank hands the keys to SBI veteran Vinay Tonse as it bets on a new era
Former SBI managing director appointed as YES Bank’s new MD and CEO
MUMBAI: YES Bank is done rebuilding. Now it wants to grow. The private sector lender has appointed Vinay Muralidhar Tonse as managing director and chief executive officer-designate, with RBI approval secured and a start date of April 6, 2026 confirmed. The three-year term signals the bank’s intent to shift gears from crisis recovery to full-throttle expansion.
Tonse, 60, is no stranger to scale. Most recently managing director at State Bank of India, he oversaw a retail book of roughly $800bn in deposits and advances, one of the largest in the country. Before that, he ran SBI Mutual Fund from August 2020 to December 2022, a stint that saw assets under management surge from Rs 4.32 lakh crore to Rs 7.32 lakh crore across market cycles. Add stints in Singapore and four years leading SBI’s overseas operations in Osaka, and the incoming chief arrives with a genuinely global CV.
His academic grounding is equally solid: a commerce degree from St Joseph’s College of Commerce, Bengaluru, and a master’s in commerce from Bangalore University.
The appointment follows an extensive search and evaluation process by the bank’s Nomination and Remuneration Committee. NRC chairperson Nandita Gurjar said the committee unanimously backed Tonse, citing his leadership track record, governance credentials and ability to drive the bank’s next phase of transformation.
Non-executive chairman Rama Subramaniam Gandhi was unequivocal. “I am certain that Vinay Tonse, with his vast experience as a senior banker, will propel YES Bank to its next phase of growth,” Gandhi said, adding that the bank remains focused on strengthening its retail and corporate banking franchises and expanding its branch network.
Rajeev Kannan, non-executive director and senior executive at Sumitomo Mitsui Banking Corporation, the bank’s largest shareholder, said Tonse’s experience across retail, corporate banking, global markets and asset management positioned him well to lead the lender. SMBC said it looks forward to working with Tonse and the board as YES Bank pursues its ambition of becoming a top-tier private sector lender anchored in strong governance and sustainable growth.
Tonse succeeds Prashant Kumar, who took the helm in March 2020 when YES Bank was in freefall following a severe financial crisis, and spent six years painstakingly stabilising the institution, rebuilding governance and restoring operational scale. Gandhi was generous: “The bank remains indebted to Prashant Kumar, who is responsible for much of what a strong financial powerhouse YES Bank is today.”
Tonse, for his part, struck a purposeful note. “Together with the board and my colleagues, I remain deeply committed to creating long-term value for all our stakeholders,” he said, pledging to build on Kumar’s foundation guided by his personal motto: Make A Difference.
Beyond the balance sheet, Tonse played cricket at college and club level and represented Karnataka in archery at the national championships — sports he credits with teaching him teamwork, situational leadership, discipline and focus. In quieter moments, he reaches for retro Kannada music, classic Hindi songs, and the crooning of Engelbert Humperdinck, Mukesh and Kishore Kumar.
YES Bank has its steady-handed rebuilder in Kumar to thank for survival. Now it has a scale-obsessed growth banker at the wheel. The next chapter starts April 6.
