Harpic Urges Prospective Brides to Say ‘Ghar Mein Saaf Shauchalay Zaroori’
by EVENTFAQS Bureau Marketing | July 28, 2017 | News
Harpic
With a subtle yet thought-provoking initiative, Harpic - No. 1 Brand of toilet cleaners, recently launched first-of-its kind ‘Matrimonial’ campaign focused towards curbing open defecation. As a part of the initiative, the brand aimed to sensitize and dissuade women from defecating in the open and encouraging them to demand their right for hygiene and sanitation.
Nearly half a billion people defecate in the open in India and while men are casual about it, the worst affected are women, as open defecation exposes them to various health issues and even assault. Hence as an extension to Harpic Banega Swachh India, this effort aims to develop a social and behavioural change strategy to trigger people’s mindset to build and use ‘clean toilets’ and establish the new way of life.
Addressing this grim issue with a distinctive approach, Harpic intended to strike a chord with families of prospective brides who often list down their priorities in matrimonial classified ads filled with status connotations. They reached out to these families urging them to include 5 more words – ‘Ghar mein saaf shauchalay zaroori’ - to emphasize the need for securing a woman’s privacy. In order to encourage more people to come on board, Harpic also bore ad costs for families who agreed to incorporate these 5 words in their ads.
Commenting on the campaign launch, Rohit Jindal, Marketing Director, RB India, said, “As a brand, Harpic intends to not just assist people in using clean and hygienic toilets but aims at attacking the mindset which is callous towards defecating out in the open. Harpic is committed towards building Swachh India and hopes more and more people will introspect and make a conscious decision towards adopting a dignified and respectable lifestyle.”
This initiative was carried out in UP, Uttarakhand, Jharkhand and Bihar. As a result, Harpic received 56 entries which converted into 30% advertisements carrying the special 5 words, “Ghar mein saaf shauchalay zaroori’, making matrimonial pages into a resounding call for clean toilets and leading behavior change.
Harpic Matrimonial Campaign takes an innovative approach towards changing mindsets to build toilets.