Harpic: Overcoming India's Toilet Divide

Jitender Dabas, Kush Anand

Toilet-cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.

Campaign details

Brand: HarpicBrand owner: Reckitt BenckiserAgency: McCann Worldgroup IndiaMarket: IndiaIndustries: Cleaners & detergentsMedia channels: Cinema, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, TelevisionBudget: 500k - 1 million

Executive summary

Many people in rural India believe toilets to be dirty and impure, so don't see a reason to invest in cleaning them. This was one of the biggest threats to the success of India's sanitation goals, as people had started going back to open defecation after their toilets got dirty.

Harpic, India's number-one toilet cleaner, knew...

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