Campaign details

Advertiser: Reckitt Benckiser
Brand: Harpic
Agency: McCann India Mumbai
Country: 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 status, then the epitome of the Indian society's quest for seeking status is the matrimonial ad.

Every harmless looking descriptor is in reality a sign of the Indian society's bias for status in the form of various attributes/status symbols – education, profession, salary and physical appearance, caste/sub-caste of the family, etc.