Harpic: Making India Toilet Proud

Harpic, a brand of toilet cleaner, leveraged Kumbh Mela, one of the world's largest religious gatherings, to raise awareness of good toilet hygiene in India.

Campaign details

Brand: HarpicAgency: RB

Strategy

Objective

Harpic is a leading toilet cleaner brand and had been growing steadily with increased penetration. But how can you continue to build brand penetration when people consider having a toilet at home a taboo?

For too long, India has been ashamed of cleaning the toilet. It has been considered a dirty place and has been spoken of in hushed tones.

But not anymore.

Harpic will take the shame out of toilets and out of the act of cleaning them. Harpic will help keeping toilets sparkling clean and startlingly easy. RB...

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