Campaign details
Brand: HarpicBrand owner: Reckitt BenckiserAgency: McCann Worldgroup IndiaMarket: IndiaIndustries: Cleaners & detergentsMedia channels: Cinema, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, TelevisionBudget: 500k - 1 million
Executive summary
Many people in rural India believe toilets to be dirty and impure, so don't see a reason to invest in cleaning them. This was one of the biggest threats to the success of India's sanitation goals, as people had started going back to open defecation after their toilets got dirty.
Harpic, India's number-one toilet cleaner, knew...