Harpic, the toilet cleaner, won the Grand Prix at the 2018 Jay Chiat Awards for “Banega Swachh India”, a campaign that promoted sanitation in India, and was developed with the New Delhi office of the McCann Worldgroup agency.

The Jay Chiat Awards are a global competition held by the 4A’s (American Association of Advertising Agencies) each year, and reward the best strategic thinking and breakthrough insights that lead to impactful marketing execution.

Harpic claimed the top prize with a program that addressed a major health problem in India, where some 500m people have no access to a toilet. Such a trend was especially harmful to women, from both a sanitation and safety perspective.

Harpic saw a business opportunity in changing this situation, too. In doing so, it aimed to turn the toilet into a “status symbol” connected to one of the most important signs of a family’s standing in India: a wedding.

More specifically, it allied with Dainik Jagran, a popular Hindi-language newspaper, in a campaign focused on the states of Uttar Pradesh, Bihar and Jharkhand.

Harpic offered free matrimonial newspaper ads – as placed by women, and their families, seeking to find a husband – when these messages featured the words “Ghar mein saaf shauchalay zaroori”, or “Home must have clean toilet”.

The effort reached 13m people in the target states, and 30% of relevant ads included the brand’s five desired “status words”. Moreover, some 5m households that previously did not have a toilet in these areas built one over the course of the campaign.

Among the Gold winners at the Jay Chiat Awards were shaving brand Harry’s in the global strategy contest, for work conducted with brand-positioning experts Ricebowl Strategy.

The Pediatric Brain Foundation, and agency RPA, received a Gold in the non-profit competition. Afghanistan’s Ministry of Health took the equivalent honor in the product/service category, representing another win for McCann Worldgroup.

All the winners of the 2018 Jay Chiat Awards were announced during the 2018 Strategy Festival held by the 4A’s in New York City.

WARC subscribers can view many of the winning entries to the 2018 Jay Chiat Awards, including the Grand Prix-winning case study from Harpic.

Sourced from WARC