Reckitt Benckiser India

Sukhleen Aneja - Marketing Director, Hygiene home for India Shweta Dogra - Category Marketing Manager, Hygiene & Home Narasimhan Eswar - Senior VP-Hygiene and Home business

McCann New Delhi *Lead Agency

Jitender Dabas - Chief Strategy Officer Alok Lall - Executive Director, India Head of Advertising Kapil Batra - Creative Head Kush Anand - Strategy Planning Director

This case is an example of how a toilet cleaner brand effectively used cultural insights about people’s relationship with toilets to bring about a shift in their usage behaviour. Rural India avoided the presence of toilets, so much so that they didn't even say its name, and thus avoided the responsibility of cleaning them properly. By forcing them to acknowledge the toilet at home and thereby forcing them to keep it clean, Harpic unlocked growth in rural India, especially in states which had high toilet penetration.