Harpic: Five words that made toilets India's new status symbol
Agency McCann Worldgroup India
Advertiser Reckitt Benckiser
Harpic increased brand awareness in India by launching matrimonial newspaper ads to show people the necessity of having a toilet.
The brand offered free newspaper ads to advertisers who included the five words ‘Home Must Have Clean Toilet’ in the worst affected areas of India.
The campaign reached 13 million people with its newspaper ads, 30% of which included its five words, changing the conversations around toilets.