Harpic: No Toilet No Wedding

Toilet cleaner brand Harpic partnered with Dainik Jagranthe, India’s leading Hindi newspaper, leveraging the strength of its circulation to educate readers about the dangers of open defection and encourage the adoption of toilets.

The Communication Goal

India is a nation of contradictions. It is a thriving economy but it's still a country where 53% don't have access to toilets. India leads the world in open defecation. At least 636m Indians lack toilets. The need of the hour was to educate women about hygienic practices whist driving behavioural change.

The Situation Analysis

India has one of the poorest health and hygiene standards in the world. India is a country where country where 53% of the population does not have access to a toilet.

India leads the world in open defecation. At least 636m Indians...

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