Har Ghar Swachh (A Joint Initiative of Amar Ujala & Harpic)
2020 Finalist

Har Ghar Swachh (A Joint Initiative of Amar Ujala & Harpic)

Amar Ujala Limited

Sector 59, India

Category Best Idea to Acquire or Retain Advertising Customers

Media associated with this campaign

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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