Harpic: Making India toilet proud

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

Campaign details

Brand: HarpicBrand owner: Reckitt BenckiserLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Cleaners & detergentsMedia channels: Cinema, Other & ambient media, Outdoor, out-of-home, Point of purchase, in-store, TelevisionBudget: 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...

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