 Let's welcome on stage ladies and gentlemen so clean who will be speaking on the topic brands with purpose Harpic ladies and gentlemen put your hands together for so clean an Asia Hi while they set this up. I'd first like to thank If a rem novel and the entire exchange for media team for setting this up Thank you so much And I think it's great to have seen the whole day full of ideas and inspiration I'm actually going to spend the next 20 minutes talking you through the journey of Harpic Now clearly how many people here if I was to say let's talk about Harpic or want to see a harpic Which is a toilet cleaning brand who get excited the thought of leading? I mean how many people here are marketers or people who are from agency creating communication? Can they raise their hands? Wow, okay, how many of us remember five or six years ago the most classic Harpic ad? What what I mean? What comes to your mind when I say Harpic advertising? What do you remember? Hussain, you know, it's amazing. We pay Akshay ten times the money people still say Hussain Thank you So you're absolutely right and I think with that if I was to actually say We started this journey about five or six years ago when we said It's important for a brand which is a toilet meaning brand to actually play a much more meaningful role in people's lives But before I even start today, I'll be spending the next 20 25 minutes talking you through building brands with purpose But that leads us to a question purpose is a buzzword that if you go to can you go to Davos You go everywhere everyone seems to be talking about it But the question is do we really believe why it even matters now? I think I'm just going to leave you with two statistics that really moved me when we started on this journey And it's interesting when you see the meaningful brands survey and I think even without quoting statistics I think if we all look at our own e-commerce buying behavior Most of us are picking brands either on value or something is new or we just don't care the very fact 77% brands consumers felt that they just wouldn't care about tells you something It tells you something in terms of the way how mind measures are changing all of us grew up in the last two decades Learning marketing learning positioning learning segmentation creating meaningful brands But the very fact that if consumers start feeling for two-thirds of the brands that were exposed to consumers that they just don't care It says something The second statistic which brings me to the question What is a brand's purpose and? Why does it even matter? I? think it's important for us to realize that when we look at a market like India Young millennial consumers who are all under 35 years of age and higher income disposition Clearly people who are younger living in our subcontinent and with the right purchasing power It is the single biggest variable that is driving purchase decisions And not just that even when we look at the BCG study that was done in 2018 It's directly correlated with the kind of share shareholder value that a brand can generate when it is playing a more meaningful life Meaningful role in the lives of consumers That actually took us to the question in the last five years to say how can Harpeck which is India's leading and foremost Toilet cleaning brand a brand with greater than 80s share a brand that introduced which was introduced over three decades ago Which played a meaningful role in actually educating India on moving from generics that we all grew up using Into using a specialist toilet cleaner How can it actually play a more meaningful role and be remembered and make a difference that? Brought us to the mission that Harpeck could play If you actually look at the United Nations 17 goals that were envisaged goal number six around the space of Clean water and sanitation is a critical role that as a goal could be a very very powerful goal even for a market like India Like the Google like the way Google defines its mission as saying Internet for every Indian Harpeck actually had a very straightforward singular mission that how do we actually provide access to clean and hygienic sanitation to every Indian that Fundamentally redefines the way you look at the problem that you're going to solve a Band that was built over formulaic advertising Done consistently year after year for over two decades a classic doorstep challenge where the brand would come Challenger consumer show the specialist products product efficacy in front of your eyes Is the plank on which this brand's communication was built over two decades from then To now in the last five years the role superiority had to play had to evolve That's when if you remember in 2014 and 15 when Prime Minister Modi espoused the goal of the clean India mission That's when the brand decided to play the role of being an evangelist and it took the mission home Right after toilet a cream cut our we tied and collaborated with Akshay who was truly taking on the cause of sanitation Not just as a popular actor who actually acted in a movie and a popular cinema movie cinema movie talking about The kind of challenges women face especially with respect to their safety When they actually go out and defecate in the open We join hands with him and redefined what was for us our doorstep challenge to a more Expert-led communication bringing the mission home I got But six of our Determinacy Madam toilet key dog couple key dog. Oh, they're all good. They're going to have a honey or something It's a good idea. I'm going to take a look at the end of the number one toilet cleaner You are a 10 on 10. Its dark formula has 10 types of teeth and they are perfectly clean toilets. I agree, Akshay. This is ready. Next is yours. But just being superior, just being better, do you think that alone could have actually helped the next billion consumers to adopt a specialist toilet cleaner? That took us actually back to the question of what is the role of toilet insanitation in the lives of a consumer? We realized that unless we actually unlocked relevance, why do I even need to clean my toilet? Behavior change is never going to happen. If you remember the entire sanitation mission that was started by Prime Minister Modi from 2014 to as we speak, toiletization in India, the very fact that toiletization as measured by access to a toilet to an individual actually moved from 38.7% to nearly 99%. Just in five years alone, 100 million new toilets got constructed. Massive inflection point for a brand that stood for specialist toilet cleaning. However, just infrastructure alone could not have solved the problem. What were created as toilets actually became shops, became storage go downs and consumers continue to defecate in the open because fundamentally the toilets were unclean. And that's where you realized that unless habits changed, infrastructure alone cannot solve India's largest sanitation challenge. With that came off provocation. And I'm actually going to spend the next five to seven minutes just taking you through three or four iconic pieces of communication, which tackled how sanitation's problem was unlocked by looking at habits, looking at progress, looking at the kind of role sanitation could play in a life of a person, which is with respect to their overall health and well-being. The provocation for us was to say that when you compromise on sanitation, you compromise on a lot more. With that, the phase one started with 2015, which was single-mindedly targeted at all the new toilet acquirers, people who had been given the subsidy, a nominal 12,000 rupees to build a new toilet. They had an access to a toilet, but they had absolutely no habit of cleaning toilets. Show me the news. Mr. Ghumali, again. No, no, no, no, no, no. Stop it. That... It's dirty, isn't it? So that's it. That's it. It's a toilet of a name. There's nothing to do with it. Once a week, you clean every single toilet. And it's a toilet of a work. If it's clean, it's a work. Otherwise, it's a toilet of a name. When will you be on TV? That was the first insight, which was just the fact that you have a new toilet is not good enough. Unless you keep your toilet clean, it's never going to be used. That led us into the second insight. So typically, how many of you here have actually in the last six months travelled to a village? Raise your hands. Okay. Let me ask you a very open question. Who is the biggest agent of change when you go to a village? When I say agent of change, if they probably tried a new product or they learned a new habit, because this person told them so. Who do you think are these people? Kids. Okay. Women. So typically, a new bride, a young woman who comes into the house. Anybody else that comes to your mind? So typically, for all of us who travel, you're absolutely right. It's either a new bride, a young child who perhaps gets education, learns something new, comes back and teaches the family. Or it's probably a person who has, who's like a school teacher, who becomes the agent of change. We realised for Harpeck, while the entire doorstep challenge was doing a fantastic job of building superiority in urban India, when we went into rural India, we actually had to partner with a change agent. The change agent that we chose was a young bride. Marrying it with the insight of progress. Building and maintaining toilets isn't a necessity for Indians. That's why half a billion Indians defecate in the open. Still. Somehow in India, it's become an accepted norm that you can go out into the open to defecate. In fact, people prefer it in many places. Women are the worst affected by this societal indifference and get exposed to various health and security hazards. This is grim news for the country's largest toilet cleaner brand, Harpeck, which could only grow if people demanded new toilets. In a nation that refuses to consider toilets a necessity, Harpeck decided to turn them into a luxury, a status symbol. The great Indian wedding is the ultimate display of a family's status and nothing else signals a family's desire for status like the great Indian wedding ad, the newspaper matrimonial. Each expensive word here is loaded with status connotations. Families dutifully de-wour matrimonial ads in search for the perfect match for their social status. So, we decided to make this medium our message. We tied up with the largest Hindi newspaper in the worst affected states and offered free matrimonial ads for women if they added five status words, home must have clean toilet. The response was massive. Our five status words were included in 30% of the ads, making matrimonial pages a deafening call for constructing toilets reaching 13 million people. This initiative is going to put immense societal pressure on grooms and their families to build and maintain their toilets. These matrimonial ads have completely changed the conversation around toilets. Weddings have now become a key toilet building time for families. These words are now being regularly accepted in matrimonial ads which shows that there has been a shift of perception. Even a Bollywood movie came out on the topic five status words on a matrimonial ad that made toilets a stages symbol. And this entire activation was followed by building and maintaining a communication campaign which used the bride to evangelise the need for keeping your toilets clean. And I think this is where I do want to make a point regarding the role marketers play with respect to actually creating meaningful conversation. I think our role doesn't stop at just making communication. To actually drive behaviour change you have to seep into popular culture because fundamentally all of us change behaviour and adopt habits habits are nothing but what you do everyday when no one is watching you. But if you really have to bring about change you have to A. look at popular culture. B. look at the role of social proof. How do we actually leverage the role of social proof community either in elevating a good behaviour which is the symbol of progress or in shaming. I think in the entire ODF campaign as well one of the learnings India has had is recognizing the positive benefits of progress of health and well-being of actually making people feel good when they adopt a good habit has perhaps worked much better than shaming people. And I think in that regard was the third phase which came in which was all about making India toilet proud. And I think on this one there's a very interesting insight that I would perhaps share with you which came in while we started working on this campaign. Interestingly every time if I would say we want to take a comfort break what are the kind of words do you think we often use every time we need to go to a loop but it's never the word toilet. How many different words can you think about when you say I'll go and relieve myself. What comes to your mind? Nature's call. What else? Around the corner bio break I mean hardly I mean you would see most people would think I mean when you especially go down in the rural India as well they'll use every possible word but the word toilet. And that's what led us into the insight of saying that if you're not even proud of the space that you use how are you ever going to use it? Because I think for all of us who actually travelled and gone to villages and even for that matter lower income India you'd realize we are this entire phenomena of an attached toilet and bathroom is a phenomena linked to all those of us who are privileged of staying in flats. A lot of us who grew up you always remember toilet being literally sautela kept away from the house the word which simply means not it's a paraya and if physically there is a distance between the space it creates a difference in the hearts and minds as well and that is exactly what led us into creating this campaign which was all about taking the shame away from the word toilet. Oh this! This is the house. This is number one. This is number eight. Who is your number one? No one. Did anyone get it? Kumar bhai, nature's call. Go out to the garden. Talk to nature. Kumar bhai, I want to go to the toilet. Why are you talking in your ear? It's dirty. Toilet is dirty for people who keep it dirty. Toilet here is called toilet. It costs five rupees. Cut, put, brush and flush. Appanisha. I think as we go and as we continue on this journey I think the single minded mission that we have which started with providing access to now building toilet pride and I think that's the journey we've undertaken in the last five years of wanting to create and make India toilet proud. And I think in that regard this insight will continue to remain extremely powerful as an insight. The toilet is a dirty word for those who think it's dirty. And that takes me into the next phase. What next? I think if we actually look at what are the key challenges why today people are not even keeping their toilets clean. I think a lot of us who've read the Niti Ayog's report are aware that 2021 cities of us in India are all reaching near ground zero. The very fact that today India has 16% of the world's population brings us to a point where just cultural barriers alone cannot enable sanitation and that's where in 2019 we've embarked on our journey of starting water for sanitation because unless people have access to water sanitation cannot be enabled. And I think in that regard in the last five years even as a marketer it's a very rewarding journey when you're able to elevate the conversation from pure advertising to actually making a difference in someone's life. And I think that's the journey which has been the journey that we've started and credit to a lot of marketer and agency partners who are here amongst us today who've helped us create this entire piece of communication and hopefully we're able to make a small difference to the lives of people as we build the brand. And I'm very happy to take any questions at this point that you may have. I mean of course, I mean goes without saying. All of this work what does it take? The kind of penetration jumps that we've experienced on the brand in the last five years, a large part of that has actually happened ever since we've moved the conversation from pure vanilla advertising to creating a more meaningful communication by touching people's lives. Just to give you a context today Harpec in India is used by one out of two urban households which itself makes it a remarkably large brand and almost one out of five people in rural India use the brand and I think we are committed to continuing on this journey and making India toilet proud. Thank you very much. Very happy to take any questions if there are any. Can we bring a mic outside please? Quickly. Ma'am can you please raise your hand, volunteers coming for the benefit of everybody. Hi, I'm Shilpi. Lovely to hear you talk. I just wanted to understand that it's nice to see that so many urban users are there for this brand but how are you now looking forward to targeting sustainability which is like a lot of millennials are talking about climate change and the fact that especially these sanitary products actually have a lot of chemical in them which goes into the water, right? So like I myself am grappling with how to use household products which use less chemicals. So is there a thought process on that and Harpeck is addressing that? I think it's a very good question and thank you for asking us that. Thank you. I think all of us as marketers right now I can tell you with certainty everyone today at least in intent is committed, right? Specifically speaking for Harpeck all the Harpeck products today are absolutely safe to be used in twin pit toilets. So 100 million new toilets that the Government of India constructed large proportion of those are twin pit toilets. It is absolutely safe to be used in the twin pit toilet. It absolutely does not interfere with the pH levels in the soil. Number one. Number two the common practice in India if you've noticed and I think all of us know in our homes we are extreme value conscious consumers, right? We tend to use the same laundry detergent that we use to clean our clothes. We use it in a versatile manner throughout the house whether to clean our floors or to clean our loos. I'm super happy to at least say that the products like Harpeck actually use only one fifth the water that you need versus when you actually clean the same surface area with detergents. So if I can give you even basic statistics 9% of the water that is used, groundwater that is used, is used in home. Within that 9%, 60% goes behind cleaning and the single biggest culprit when it comes to cleaning is actually toilets. 20% of the water in home is used behind cleaning loos. The moment you actually switch to a specialist cleaner versus using any foamy lathering product you automatically reduce your water consumption. And the same goes for the 5 rupee product that we introduced. It's safe for 20 bit toilets, it uses one fifth of the water. So definitely it helps people I mean if of course in our journey to create better products, ideal is to create flush less products and I think that's the kind of stream that we would be working on towards as well. Thank you. Thank you.