The new TVC, created by Havas Worldwide, continues with the ‘Door Step Challenge’ format and aims to build a new specialist bathroom cleaner category
BestMediaInfo Bureau | Delhi | May 26, 2015
Harpic has recently rolled out a TVC to introduce the all new Harpic Bathroom Cleaner. The TVC, created by Havas Worldwide, features actor Vishal Malhotra conducting the iconic Harpic Door Step Challenge and introducing the new product.
The objective of the campaign is to reach out to the existing Harpic Toilet Cleaner users and drive awareness about the new specialised bathroom cleaner.
Nitish Kapoor, Regional Director, RB South Asia, explained, “In India, a lot of people use formats like acids and phenyls to clean their bathrooms. Not only are some of these products hazardous in nature, but their functional benefit is also very limited. As the leader in lavatory care, we are offering our consumers an innovative solution which is safe and extremely effective. With Harpic Bathroom Cleaner, we are creating a new category of specialist bathroom cleaners and are extremely positive about its growth and success in India.”
According to Director Hiren Bhayani, “‘Door Step Challenge’ has been a campaign that has driven the growth for brand Harpic for over 10 years now and has created a strong brand recall. Hence, we decided to stick to the format and recreated it by introducing Vishal in a double role. The new TVC is bang on in its approach to differentiate ‘Harpic Bathroom Cleaner’ from ‘Harpic Toilet Cleaner’ through Vishal, who is seen donning blue and red caps, representing Harpic’s Blue Toilet Cleaner bottle and Red Bathroom Cleaner bottle.”
Commenting on the creative thought process behind the campaign, a Havas Worldwide spokesperson said, “The brief was to launch the new offering from Harpic – Bathroom Cleaner. The biggest challenge was to establish red as the expert for bathroom as against confusing it as a replacement of blue. Since the task was to promote the bathroom cleaner, differentiate it from the existing toilet cleaner and substantiate it with Harpic’s cleaning credentials, we went with the idea of identical twins. They’re basically from the same family, but they cater to two very different needs.”
The spokesperson further said that while Harpic had forever been communicating about toilet, this was the first campaign on bathroom. “What was a given was the celebrity Vishal Malhotra and the format of Harpic commercials – the Door Step Challenge. Once the creative idea of ‘twins’ was in place, the trick was to go out into the world and find Vishal’s identical twin. Thank God for special effects.”
The 360-degree promotional plan for the brand includes an extensive online, TV and mobile activation, radio promotions, print and outdoor campaigns.
Creative Agency: Havas
Director: Hiren Bhayani
Creative Head: Tirtha Ghosh
Production House: Picture Perfect