Harpic targets open defecation with a new matrimonial campaign

Through the new print ad, the brand aims to sensitize and dissuade women from defecating in the open.

Harpic, the toilet cleaner brand, recently launched a first-of-its kind 'matrimonial' campaign focused towards curbing open defecation. As a part of the initiative, the brand aims to sensitize and dissuade women from defecating in the open and encourages them to demand their right for hygiene and sanitation.

According to the press note received from the brand, nearly half a billion people defecate in the open in India and while men are casual about it, the worst affected are women since 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 behavioral change strategy to trigger people's mindset to build and use 'clean toilets' and establish the new way of life.

Addressing this issue, 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. Harpic 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.

Speaking on the campaign, Rohit Jindal, marketing director, RB India, says in a press note, "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.