Harpic, a brand that has been around for over three decades, is India’s leading toilet cleaning brand with an 80% market share hold.
Addressing attendees at Pitch CMO 2020 in Mumbai, India, Reckitt Benckiser’s South Asia CMO for Hygiene Home, Sukhleen Aneja, highlighted how the brand wanted to be more: from just being a leading brand of its kind to helping Indians be proud of their toilets. This became Harpic’s brand purpose.
However, fulfilling this goal required a lot of marketing muscle over five years, and Aneja took attendees through this brand journey.
Phase One: Mapping the journey
In the...