Reckitt partners with GRIP DIGI for Harpic's first-ever commercial into Myanmar

Harpic, the leading toilet cleaner brand, launched its first-ever commercial in Myanmar. It strives to spread the message that everyone should have access to hygienic sanitation solutions. This campaign aims to change the behavior in ordinary households through the Doorstep Challenge.

In Myanmar, bleach is often the preferred toilet cleaning solution due to a lack of available toilet cleaning products. In contrast, bleach is not as effective as it cannot cling longer to the toilet surface and has a strong chemical smell, which means there is a better solution for toilet cleaning with a higher viscosity resulting in the toughest of all stain removal, killing 99.9% of germs and without pungent smell. The second message focuses on preventing Covid-19, and cleaning is crucial in the fight against the virus, protecting homes and families during this difficult time.

Rohit, General Manager of Thailand & Indochina from Reckitt said, “Our objective is to contribute to the creation of a healthy environment. Families in APAC lead very different lifestyles. Living a healthy lifestyle begins at home, with healthy food and sanitation.

Currently, we are working in Myanmar to prevent the spread of germs by maintaining the cleanliness of toilets and bathrooms. Many of our brands such as Dettol, Harpic, Strepsils, Durex, and Shieldtox contribute to protecting society during these tough trying times.

Through bacteria-free toilets, we can reduce illness transmission and ensure a healthy life and community through better hygiene practices.”

Sheetal Pritmani, the CEO of GRIP DIGI CO.LTD, said, “Harpic has been a global leader in providing access to clean and hygienic sanitation solutions for over 100 years. Our partnership with Reckitt is a significant opportunity for us.

For an agency, it is imperative that communications drive behavior change throughout the country. The most effective way to counter disruption is to lead it. We are hopeful that through this communication, consumers will adopt a new cleaning technique and a superior cleaning solution that will help to protect their loved ones. We are planning a few other activities in the next few weeks to take the brand deeper into the market.”

Khin Mar Win@Winny, the Business Lead of GRIP DIGI CO., LTD said, “Working on a successful global doorstep campaign was challenging and it came with a lot of responsibilities. We accepted the challenge and adapted the global campaign to local cultures and insights.”

Harpic believes that its concentrated liquid formula makes a difference in cleaning toilets. And it helps Myanmar’s people develop good habits when it comes to cleaning and ensures family hygiene, especially during a pandemic. As Harpic’s launch in Myanmar nears, the team is eager to claim that Myanmar’s superior clean toilet starts with Harpic.