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Harpic pledges to ‘Make India Toilet Proud’

The campaign aims to drive behaviour change by normalising the act of cleaning. It encourages every Indian to detach from taboos linked with cleaning toilets and feel proud to own a sparkling clean toilet

Toilet cleaning brand Harpic has strengthened its commitment to provide universal access to sanitation through its new campaign ‘Make India Toilet Proud’ along with the launch of the ‘Swachh Bharat Pack’.

The campaign aims to drive behaviour change by normalising the act of cleaning. It encourages every Indian to distance from the taboos related to cleaning toilets. Through the campaign, the brand wants everyone to feel proud to own a sparkling clean toilet. The newly launched ‘Swachh Bharat Pack’ comes with a packaging innovation that enables consumers to get a bottle like experience with a single-use pack at Rs 5.

Sukhleen Aneja, CMO, Marketing Director, South Asia RB Hygiene Home, said, “Harpic urges people to not just build toilets but also take to care of them, maintain it regularly and be proud of it. To make these possible, solutions need to be made available at a cost that is universally accessible for all. The Swacch Bharat Pack is a true revolution in an organic base that allows bio-degradation of waste in twin pit toilets.”

Akshay Kumar, Harpic Sanitation Ambassador, said, “Together with Harpic, I would urge all of you to join us in the mission and make India toilet proud. Shame linked with the word ‘toilet’ is only for those who keep their toilets unclean.”

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