Har Ghar Swachh (A Joint Initiative of Amar Ujala & Harpic)
2020 Finalist
Overview of this campaign
Under Government of India’s Swach Bharat mission, one of the key change was making India ODF(Open Defecation Free).Therefore 9 crore new toilets were built with over 1.71 Crore in Uttar Pradesh itself, a 68.74% increase in households with toilets. However, a toilet inside a house was considered unhygienic and was a taboo, hence the challenge was to bring about a mindset change along with a habitual shift for consumers used to open defecation hence unaware about the hygiene maintenance of the toilets. Amar Ujala & Harpic strategized a unique hyperlocal semi-rural outreach program ‘Har Ghar Swatch’ (Every Home Clean Home).This program having a mix of both ATL and BTL covered 41 districts of Uttar Pradesh through 11 editions employed a 4-dimensional approach and reach strategy over a period of 90 days and directly connecting 1,50,000+ consumers.
Connect:
- A unique concept was launched called- “Proud Toilet” stories where entries were invited via print ads in Amar Ujala asking consumers to share their ‘proud toilet’ stories through a IVR Number giving a reach
- A call center was set up to record and verify the inbound stories where every month best ‘toilet stories’ were selected & published
Inform:
- Both print and on ground mediums were used to inform the consumers about the importance of utility of toilets and hygiene maintenance.
- The print campaign was planned using a combination of brand & activity ads which were further bifurcated basis targeted geography reaching to 3.8 crore readers
- On Ground, the promoters were trained to understand the concerns of the readers and address them
Educate:
- Educative contextual content and real stories were regularly published in the newspaper.
Demonstrate:
- On ground Float Activity) – Covering at least 4000 villages and small towns using Nukkad Mandali (street Play group) to spread the message giving a demo- wherein a mobile toilet was created to showcase the techniques of cleaning.
Sampling – Making the consumers use the product to experience the effectiveness
Results for this campaign
Market Share Impact: The post campaign audit by Nielsen declared an achievement of 113% of the targeted KPI.
Achievement of the Result:
- 4 Lakh samples of Harpic Rs. 5 pack were distributed
- 41 Districts having 185 Towns were covered
- 150,000+ Consumer Direct connect
- 5 Contextual Ads were printed with the message of clean toilet.
- 23 Brand Ads delivering the message
- 21 activity Ads talking about the on ground stories
Execution Strategy
- The campaign was kicked off with a call for entry print ads in Amar Ujala, consumers were asked to share their ‘proud toilet’ stories through a IVR Number.
- A dedicated call center was set up to record and verify the inbound stories where every month 2 best ‘toilet stories’ were selected & published
- In a first, the print campaign was planned using a combination of brand & activity ads which were further bifurcated basis targeted geography.
Impact:
- 23 Brand Ads,
- 21 activity Ads
- Total of 11,145 sq.cm Ad Space consumed
Contextual
- Contextual articles were also carried in Amar Ujala,aiming to create awareness about clean and hygienic toilets
- The initiative was heavily covered through local news coverage
Impact
- 5 Contextual Ads
- 1360 sq.cm Space Consumed
On-Ground Activations:
- 10 Branded Canter Vans were deployed across Uttar Pradesh for a period of 50 days
- All Canter Vans were equipped with a demo toilet.
- A specially trained team of promoters were deployed to explain & educate consumers on how to keep their toilets clean
Impact:
- 4 Lakh samples of Harpic Rs. 5 pack were distributed
- 41 Districts having 185 Towns were covered
- 150,000+ Consumer Direct connect