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

Print

• 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

 

Contact

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