Campaign details

Brand: Harpic
Brand owner: Reckitt Benckiser
Lead agency: McCann Worldgroup India
Country: India
Industries: Cleaners & detergents
Media channels: Newspapers, Online video, Radio & audio, Television
Budget: Up to 500k

Executive summary

Despite the Government’s push to build and use toilets, people were still not adopting toilets in rural and small-town India.

Harpic identified marriage as the trigger for toilet adoption: it rallied behind brides-to-be demanding a clean toilet at their future husbands’ homes, turning them into agents of change in their new families.

By empowering daughters-in-law pre- and post-marriage, Harpic not only unlocked penetration in rural India, but also spurred demand for new toilets, particularly during the marriage season.

Market background and objectives