Campaign details
Brand: HarpicBrand owner: Reckitt BenckiserLead agency: McCann WorldgroupCountry: IndiaIndustries: Cleaners & detergentsMedia channels: Mobile & apps, Search marketingBudget: Up to 500k
Executive summary
Indian cities face a stinky problem – open urination.
Toilet cleaner brand Harpic discovered that, as opposed to the more celebrated and attention-grabbing issue of rural open defecation, urban public urination is not a mind-set issue or a bad habit, or even the result of lack of infrastructure. It is, simply, an unplanned urge.
To prevent people from committing this offence, we...