How Harpic achieved its purpose of making India ‘toilet proud’

Reckitt Benckiser’s South Asia CMO for Hygiene Home, Sukhleen Aneja highlights why creating a brand with a purpose is important at the Pitch CMO Summit 2020 in Mumbai, India.

Harpic, a brand that has been around for over three decades, is India’s leading toilet cleaning brand with an 80% market share hold.

Addressing attendees at Pitch CMO 2020 in Mumbai, India, Reckitt Benckiser’s South Asia CMO for Hygiene Home, Sukhleen Aneja, highlighted how the brand wanted to be more: from just being a leading brand of its kind to helping Indians be proud of thei