Harpic India has announced the launch of an app-based solution ‘Harpic Loocator’ to empower everybody, and most importantly women, with access to public toilets. To initiate conversations around this matter, the brand has also released the ‘#BeFreeToPee’ campaign, highlighting the lifestyle compromises made by women due to lack of knowledge and accessibility of public toilets, while they are on-the-go.
A recent survey conducted in Delhi revealed that 70% women struggle to find a toilet in public, when in need. Many women limit their water intake while travelling or outdoors, which might pose serious health risks like dehydration or UTI. The survey also stated that 78% of women acknowledge avoiding field jobs or extended travels to avoid public restrooms (*based on an online market research survey carried out by Toluna across 375 women situated in Delhi in February 2024).
The Harpic Loocator App not only discovers public toilets nearby, but also allows users to rate toilets based on amenities, like water, soap, tissue paper, cleanliness, and lighting, and add more toilets on the app, helping communities at large.
Saurabh Jain, Regional Marketing Director, South Asia - Hygiene, Reckitt, said, “The dearth of information and accessibility regarding clean public toilets affects all segments of society, but women bear the brunt most significantly. Many alter their daily routines and lifestyles to avoid using public facilities, which can have detrimental effects on their health. For those who frequently travel for work or leisure, these challenges are magnified. This situation has resulted in school and college dropouts, reluctance to pursue travel-related jobs, safety concerns, and more. The ‘Be Free To Pee’ campaign is a testament of our commitment to help consumers with solutions to all their bathroom and toilet problems. As we embark on this journey to initiate conversations around unspoken challenges faced by many women in India, we urge you all to join us by using the ‘Harpic Loocator’ app and rate the toilets around you, helping women make safe and informed choices.”
Aalap Desai, CCO and Co-Founder, tgthr said, “In India, access to toilets is easy for men while women face this issue incessantly. I have seen so many of my close friends go through this pee paranoia and be forced to live as if it is natural to live with it. They just don’t have a choice. This is unacceptable. This is a basic human right and the helplessness that women go through must stop. The app with its consumer-friendly interface is a solution that they have been needing for years. The most satisfying piece of communication is something that actually improves lives, and that’s what this product does, too. And this is not a short-term solution. This is an app that can be used every day for years to come. The longevity of the solution is also a demonstration of the brand’s commitment to adding to the solution women need.”
Creative Agency & Production House: tgthr
Director: Devang Bhavsar
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