New Delhi: Harpic, the leader in toilet cleaning category, announced, Akshay Kumar as its brand ambassador to drive its new mission of ‘Har Ghar Swachh’. Underlining its commitment to support sanitation and ODF initiatives, Harpic along with Akshay Kumar aims to provide universal access to clean toilets to each and every Indian and emphasize on the importance of maintaining a clean toilet.
Harpic has been a pioneering toilet cleaning brand in India with undisputed market leadership within the specialist toilet cleaner category. The brand has consistently been rated amongst the most trusted homecare brands in the country with over 50 million households across urban and rural India trusting it for their everyday sanitation needs. With the ‘Har Ghar Swachh’ mission, it is determined to ensure that every home can be cleaned and maintained with Harpic.
Akshay Kumar – The Best Choice as Brand Ambassador
Akshay has been a strong supporter of the sanitation movement in India and has championed the social issue through his movies like’ Toilet Ek Premkatha’ which was instrumental in driving positive social change.
He is also the brand ambassador of the Government’s ‘Swachh Bharat Abhiyaan’. With the new mission, Akshay plays an evangelist to emphasize the need for taking care of toilets, maintaining them regularly and cleaning them to ensure a healthier living.
Commenting on his association with the brand, Akshay Kumar said, “There is a growing need to sensitize people on the need and importance of keeping their toilets clean and hygienic. It gives me immense pleasure to associate with Harpic to drive the ‘Har Ghar Swachh’ mission. We can no longer treat toilets as a stepchild of the home but consider them to be a source of pride and joy, hence I urge people to join me in this mission so that we can ensure a healthier and hygienic life for ourselves and for our families”.
Harpic’s Initiative to Drive Behaviour Change
On the announcement, Sukhleen Aneja, CMO, Marketing Director, South Asia RB Hygiene Home said, “Harpic has been an expert in toilet cleaning for over 30 years now and has undertaken several initiatives to drive behaviour change towards driving transversal access to sanitation. Realising the need for educating consumers on the usage and maintenance of toilet, Harpic through its mission of ‘Har Ghar Swachh’ aims to sensitize people about basic cleaning habits and ensure that every Indian household has access to clean toilets.”
“Professionally and personally, Akshay has been a key influencer to drive the sanitation mission and it’s an honour to have him as Harpic’s brand advocate to amplify our mission. Harpic stands for expertise, trust, reliability and positive social change – Values true to Akshay and thus, the partnership between Harpic and Akshay is a natural extension of these values. With Akshay as the perfect evangelist, it will continue to driving this positive social change,” he adds.
The association with Akshay will spin a holistic, multi-touch-point campaign that brings to life Harpic’s superiority as a specialist toilet cleaner.