Harpic: Making India Toilet Proud

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

The communication goal

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

Not anymore.

Harpic will take the shame out of toilets, and out of the act of cleaning them and make them sparklingly clean. Harpic will make India Toilet proud.

The situation analysis

India was on the largest toilet building spree in human history. Almost 80 million new household's toilets have been constructed in 2018. Every year; Harpic adds 10 million households in its franchise and Uttar Pradesh alone represents an...

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