Harpic: The most unpleasant experience

Jitender Dabas, Ankit Vohra

Toilet cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.

Campaign details

Brand: HarpicBrand owner: Reckitt BenckiserLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Cleaners & detergentsMedia channels: Cinema, Content marketing, Events & experiential, Outdoor, out-of-home, Print, general, unspecified, Public relations, Television

Executive summary

Harpic, India's number-one toilet cleaner brand, needed to grow beyond its urban base, and rural and small-town India was the next frontier for growth. Millions of toilets had been built in rural India but were already defunct. Harpic needed to get people to start using toilets instead of abandoning them.

The campaign unlocked demand for Harpic in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands