Harpic Print Five Status Words [image] by McCann Erickson Mumbai

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Five Status Words [image]

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Industry Cleaning Products, Detergents & Wood protectors
Media Print, Magazine & Newspaper
Market India
Agency McCann Erickson Mumbai
Chief Creative Officer Prasoon Joshi
Art Director Satyam Patel, Rajit Gupta
Copywriter Prateek Bhardwaj, Soumil Nigam
Released February 2018

Awards

Lions Communication 2018
Print & Publishing Lions Innovative Use of Print Bronze Lion

Credits & Description

Brand HARPIC
Entrant MCCANN INDIA MUMBAI
McCANN INDIA Mumbai, India Entrant Company
McCANN INDIA Mumbai, India Idea Creation
Prasoon Joshi McCann WorldGroup, Mumbai Chief Creative Officer
Prateek Bhardwaj McCann WorldGroup, Mumbai Copywriter
Rajit Gupta McCann WorldGroup, Mumbai Art Director
Satyam Patel McCann WorldGroup, Mumbai Art Director
Soumil Nigam McCann WorldGroup, Mumbai Copywriter
Rongon Bhattacharjee McCann WorldGroup, Mumbai Brand Lead
Entry Summary
While on one hand, people show negligence towards open defecation and maintaining a clean toilet, on the other, they are highly sensitive about their social status. Especially in their matrimonial ads.
An ad relied upon by millions of Indian families to find the right life partner for their children. The average matrimonial outlines the entire social status of a family.
Harpic, India's number one brand of toilet cleaners, tied up with Dainik Jagran, India's leading publication to use their matrimonial section and make clean toilets, one of the most basic human necessities into a symbol of status.
The problem of open defecation is most prominent in India's rural, semi-urban regions such as Uttar Pradesh, Uttarakhand, Bihar, Jharkhand etc.
Which is why we partnered with 'Dainik Jagran', India's leading publication to solve the problem of open defecation and unhygienic toilets using their matrimonial section.