Challenge - More than 150 million UTI cases affect women annually, yet Toilet Seat Sanitiser adoption remains low. The product was seen as "nice-to-have," not a daily essential.
Insight - Clean doesn't mean sanitised. People trusted visibly clean toilets, unaware that bacteria like E.coli & Salmonella lurk on surfaces, germs that can fly upto 5ft when you flush. Our job - make the invisible visible.
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The Behavioral Gap: "Invisible threat = No Perceived Risk = No Prevention Habit"
DVC - Created a 3D film showing invisible germs flying and spreading across washrooms, then travelling with you throughout your day, making the unseen threat real and impossible to ignore. Positioned the simple ritual of sanitising before and after every flush as prevention.
Campaign Build-Up (Sep - Nov) - Launched DVC in September to educate about the invisible germ threat, building momentum through integrated touchpoints: Influencer Campaigns, LinkedIn KOLs, Doctor Education Series, Vox-pop Content, Canopy Activations with Tounge Twister activity in colleges, product sampling, and digital ads culminating everthing to a Pickleball Tournament on World Toilet Day (Nov 19th) with full PR Amplification.
→ Watch the case study video below for the full campaign at a glance.
Created a high converting campaign landing page that brought Hygiene Ki Aadat to life digitally using 3D germ visuals, shocking stats, expert testimonials, and clear product education. The page acted as the campaign hub, driving product discovery & purchases.
Influencer Campaign
Scaled from 47 collaborations in July to 132 by September i.e. 181% growth. Strategically leveraged trending opportunities through UTI awareness series with Natasha Gandhi, MasterChef winner and prominent voices like Kripit Kaur, while activating 252 nano, micro, and regional influencers across 8 cities Mumbai, Delhi, Bangalore, Kolkata, Pune, NCR, Ahmedabad, Lucknow. Generated 16M+ reach
LinkedIn KOL
Daily content with industry leaders sharing personal hygiene stories from November 1st to 19th, positioning Toilet Seat Sanitiser as a workplace wellness essential for corporate decision-makers.
Doctor Series - Medical professionals shared expert opinions on rising UTI cases
and how Toilet Seat Sanitizer prevents infection building credibility and trust.
Pickleball Tournament (November 19th) - Grand finale on World Toilet Day with 250+ players,
24 D2C founders, and 100+ creators blending sports, community, and hygiene awareness.
Spray Sit Flush Spray Challenge - Viral tongue twister reinforcing the before and after usage habit. Amplified through influencer content and on-ground college activations at MDI Gurgaon and BITS Pilani with student ambassadors and product sampling.
Making Headlines, Not Just Habits
My Role (Growth Manager - Toilet Seat Sanitiser) - Led the integrated campaign end-to-end from consumer insight development and creative direction to influencer and social strategy,
on-ground activation design, and 360° execution