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
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
