Campaign details

Brand: Harpic
Brand owner: Reckitt Benckiser
Lead agency: McCann Worldgroup India 
Country: India
Industries: Cleaners & detergents
Media channels: Newspapers

Executive summary

A total of 70% of Indian homes do not have a toilet. Despite the government's attempts, rural and small-town Indian families were not constructing toilets at home.

Harpic, India's number-one toilet cleaner brand, realised that toilets were an investment and families prioritised other investments over them. To make toilets a priority, it raised the social stakes of toilets at home.

By putting 'toilets' on a list of assets that indicated the social status of the family, toilets were made a pre-condition to marriage.

Market background and cultural context

Some 70% of Indian homes do not have a toilet. Of the estimated 2.3 billion people in the world who do not have access to toilets, more than one-third live in India.