Harpic: India's Newest Matchmaker

India's leading toilet cleaner brand Harpic launched a print, TV and radio campaign to encourage toilet usage and grow demand in rural areas.

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...

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