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...