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
Boeing appoints Barun as head of FP&A for global engineering function
Seasoned finance leader to steer budgets and strategy across global centres
BENGALURU: Boeing’s finance cockpit has a new pilot, and he is no stranger to turbulence or transformation. Boeing has appointed Barun as head of FP&A for global engineering, placing him at the centre of financial strategy for its worldwide engineering and technology operations.
Based in Bengaluru, Barun steps into a role that is as expansive as it is critical. He will serve as the primary finance lead for Boeing’s Engineering and Technology Centers globally, working closely with executive leadership to shape financial decisions, manage complex budgets, and design scalable finance processes that support the company’s growing engineering footprint.
In a note announcing his move Barun said, “I’m excited to share that I’ve joined Boeing Global Engineering. This opportunity is incredibly meaningful to me not just from a professional standpoint, but also for what Boeing represents globally.” He added that he looks forward to contributing to an organisation that continues to shape the future of aerospace and innovation.
Barun’s mandate spans strategic financial leadership, operational oversight, and stakeholder engagement. From directing large-scale budgets and schedules to influencing long-term organisational goals, the role blends financial discipline with business foresight. He will also lead cross-functional teams and partner with finance colleagues worldwide to support engineering programmes across geographies, including India.
The appointment caps a long stint at Juniper Networks, where Barun spent over a decade, most recently as finance senior manager. There, he led FP&A for global product business units and G&A functions, driving budgeting, forecasting, and long-range planning. He also played a key role in enterprise-wide transformation, including spearheading an Oracle to SAP ERP migration and building advanced analytics capabilities using tools such as Tableau and SAP Analytics Cloud.
His earlier career includes finance leadership roles at Sony India Software Centre, Cognizant Technology Solutions, and Mphasis, where he focused on financial planning, governance frameworks, and operational efficiency across global delivery centres.
A chartered accountant from the Institute of Chartered Accountants of India, Barun brings nearly two decades of experience across financial planning, digital transformation, and analytics-led decision making.
His appointment comes at a time when global engineering operations are becoming increasingly complex and distributed, requiring sharper financial oversight and agile planning. With Barun at the helm of FP&A for engineering, Boeing appears to be tightening its financial playbook as it looks to scale innovation with discipline.
