Campaign details
Brand: HarpicBrand owner: Reckitt BenckiserLead agency: McCann Worldgroup India Country: IndiaIndustries: Cleaners & detergentsMedia channels: Newspapers
Executive summary
A total of 70% of Indian homes do not have a toilet. Despite the government's attempts, rural and small-town Indian families were not constructing toilets at home.
Harpic, India's number-one toilet cleaner brand, realised that toilets were an investment and families prioritised other investments over them. To make toilets a priority, it raised the social stakes of toilets at home.
By putting 'toilets' on a list of assets that indicated...