Campaign details
Brand: HarpicBrand owner: Reckitt BenckiserLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Cleaners & detergentsMedia channels: Newspapers, Online video, Radio & audio, TelevisionBudget: Up to 500k
Executive summary
Despite the Government’s push to build and use toilets, people were still not adopting toilets in rural and small-town India.
Harpic identified marriage as the trigger for toilet adoption: it rallied behind brides-to-be demanding a clean toilet at their future husbands’ homes, turning them into agents of change in their new families.
By empowering daughters-in-law pre- and post-marriage, Harpic...