Harpic: Five Words That Built Toilets

Harpic, a toilet bowl cleaner brand, increased brand awareness in India by launching matrimonial newspaper ads to show people the necessity of having a toilet.

Campaign details

Advertiser: Reckitt BenckiserBrand: HarpicAgency: McCann India MumbaiCountry: India

Focus markets: States with the lowest availability of household toilets and the worst open defecation record – Uttar Pradesh (UP) (39.48%), Jharkhand (34.62%) and Bihar (24.47%) (Source – Swachh Bharat Mission – Gramin).

  • Sales impact: Increase sales in key rural markets
  • Create new users: Increase penetration in key rural markets
  • Behaviour change: Contribute to creation of toilets in rural households in focus states

Creative work

We put toilets on the Matrimonial pages of newspapers

If marriages are the ultimate arena for signalling...

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