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...