India is a nation of contradictions. It is a thriving economy but it’s still a country where 53% don’t have access to toilets. India leads the world in open defecation. 636mn Indians lack toilets. The need of the hour was to educate women about hygienic practices whist driving behavioural change.
Market challenge: India has one of the poorest health and hygiene standards in the world. India is a country where country where 53% of the population does not have access to a toilet. . India leads the world in open defecation. Atleast 636mn Indians lack toilets. With the lack of toilets women need to go outside before sunrise to defecate which is not only a health hazard it also a safety issue. Men can go anywhere it is the women who needs to suffer. This problem of open defecation further elevated by the incident of gang rape of 2 girls who had gone to defecate in the open. The need of the hour was to educate the women the importance of having a toilet in their house.
Consumer Insight: In India, arranged marriages still remain the majorly preferred way for Indians to enter into matrimony where parents decide on a life partner that they deem suitable for their child. Even in the 21st Century, around 85 percent Indians prefer to marry the boy or girl chosen by their families, rather than choosing their life partners themselves. Thereafter, being partner they have to adapt their culture, rituals & environment of the boys household..
Brand insight: Harpic has been taking the message of hygiene and sanitation to millions of homes. Harpic saw a great opportunity to tap into the problem by educating the females to ensure that the house they were marrying into should build toilets.
Harpic the leader in the toilet cleaner category took the stance of educating women and curb open defecation in India.
As more than half of the Indian population don’t have access to toilets it was necessary to educate the women that they shouldn’t accept marriage proposals if the family did not have an indoor toilet.
Harpic partnered with Dainik Jagran the leading Hindi newspaper in heartland of India. With Dainik Jagran we leveraged on circulation strength in the hindi heartland markets.
As arranged marriages are very prevalent in these markets and the family usually goes through the matrimonial section of the newspaper every week. The idea was to target open defecation with this new 'matrimonial' campaign in Dainik Jagran.
This campaign was carried out in UP, Uttarakhand, Jharkhand and Bihar, the brand aims to sensitize and dissuade women from defecating in the open and encourages them to demand their right for hygiene and sanitation.
This effort aims to develop a social and behavioral change strategy to trigger people's mind set to build and use 'clean toilets' and establish the new way of life.
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 as a part of their matrimonial ad - 'Ghar mein saaf shauchalay zaroori' (It is important to have a clean toilet in the house) 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. In line of the theme message, Harpic also participated in ‘Toilet – A love story movie” with an emphasis on the eradication of open defecation, especially in rural areas.