Harpic: India’s newest status symbol

Jitender Dabas, Ankit Vohra

India's leading toilet cleaner brand Harpic launched a print-based campaign to encourage behaviour change and grow demand in rural areas.

Campaign details

Brand: HarpicBrand owner: Reckitt BenckiserLead agency: McCann Worldgroup India Country: IndiaIndustries: Cleaners & detergentsMedia channels: Newspapers

Executive summary

A total of 70% of Indian homes do not have a toilet. Despite the...

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