Campaign details

Brand: Harpic
Brand owner: Reckitt Benckiser
Lead agency: McCann Worldgroup India
Country: India
Industries: Cleaners & detergents
Media channels: Cinema, Other & ambient media, Outdoor, out-of-home, Point of purchase, in-store, Television
Budget: 500k - 1 million

Executive summary

People in rural India believe toilets to be dirty and impure and hence 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 would go back to defecating in the open once their toilets got dirty.

This campaign shows how Harpic brought about a shift in behaviour in rural India, a region characterised by its deep-rooted beliefs. By identifying and leveraging a cultural truth, Harpic made clean toilets a source of pride in the rural household, thus unlocking penetration for the brand while ensuring India became toilet proud.

Market background and objectives

India's number-one toilet cleaner needs more toilets to grow