Harpic goes outdoor to propel the hygiene drive

Having joined the bandwagon of brands that support Prime Minister’s ‘Swachh Bharat’ mission, Reckitt Benckiser splashed its toilet cleaner variant Harpic’s two offerings (Blue Harpic Toilet cleaner and the Red Harpic Bathroom Cleaner)  on the OOH canvas in the northern, western and central regions.  Key cities covered include: Lucknow, Agra, Varanasi, Kanpur, Gorakhpur, Jaipur, Indore, Bhopal, Raipur, Jalandhar, Ludhiana, Bhatinda, Ambala, Calicut, Madurai, Delhi NCR, Pune, and Nagpur.

The campaign intended to target the mass audience with a skew towards influencers and decision makers – mothers, home makers and working professionals. The media plan and creatives for this campaign were planned by Laqshya Group, highlighting the differentiators of Harpic Red and Blue offerings. A mix of billboards, bus shelters, pole kiosks and unipoles were used in tandem with the Area Prioritizer software to build the most impactful visibility for the campaign.

The Laqshya Media planning and execution team told Media4Growth: “Our local planning measurement tools helped us to arrive at the high traffic zones meant to target the right audience. The visibly striking creatives that were displayed on the gigantic media units were meant to engage target audiences on the street where people could notice the campaign by default and get the colour difference imprisoned in their minds when it comes to two different offerings. The attention grabbing units were deployed on all the major arterial routes.”

Commenting on the opportunity to be associated with this brand, Amarjeet Hudda, Senior Vice President, Laqshya Group, said, "We are delighted to have worked with Reckitt Benckiser. It is a great organisation to be associated with and our team has worked hard to ensure that we offer them the best plan in terms of visibility and impact for their brand Harpic. The challenge was to make the dual offering visibly different and yet bring out the core idea of brand – of being a leader in the household cleaning solutions segment. We suggested outsized billboards and visibly good unipoles for the campaign. The visibility was further boosted with illuminated bus shelters along with pole kiosks.