Campaign details

Brand: Harpic
Brand owner: Reckitt Benckiser
Lead agency: McCann Worldgroup
Country: India
Industries: Cleaners & detergents
Media channels: Mobile & apps, Search marketing
Budget: Up to 500k

Executive summary

Indian cities face a stinky problem – open urination.

Toilet cleaner brand Harpic discovered that, as opposed to the more celebrated and attention-grabbing issue of rural open defecation, urban public urination is not a mind-set issue or a bad habit, or even the result of lack of infrastructure. It is, simply, an unplanned urge.

To prevent people from committing this offence, we used technology to guide people to the toilet nearest to them.

We created the Harpic Toilet Locator – a location-based emergency service to find toilets on demand.

Market background and cultural context