Akshay Kumar joins Harpic as the sanitation champion with its new mission
India, 2 July 2018: Harpic, the leader in toilet cleaning category, today 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.
To further amplify its mission across the country, Harpic has additionally roped in rising star, Ganesh Venkatram, known for his performance in critically acclaimed films like Abhiyum Naanum and Unnaipol Oruvan, where he worked alongside Kamal Haasan. Ganesh joins Akshay Kumar as the brand advocate for the southern markets for Harpic’s ‘Har Ghar Swachh’ mission.
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 every day sanitation needs. With the ‘Har Ghar Swachh’ mission, it is determined to ensure that every home can be cleaned and maintained with Harpic.
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, Ganesh Venkatram said, “As a responsible citizen, it is our duty to adopt basic hygiene and sanitation habits so that we can live a healthier life and Harpic’s ‘Har Ghar Swachh’ mission aims to inculcate this understanding and habit amongst every Indian today. It’s a great honour and pride for me to collaborate with the brand and Akshay Kumar in this mission to ensure that every household in India has access to clean toilets.”
Commenting on his association with the brand, Akshay Kumar said, “It’s a privilege for me to join Harpic in its ‘Har Ghar Swachh’ mission to sensitize people on the need and significance of keeping their toilets clean and hygienic. We can no longer treat toilet as a stepchild of the home but consider it to be a source of pride and joy, hence I urge people to join us in this mission in making ‘Har Ghar Swachh’.”
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 in India and it’s an honour to have him as Harpic’s brand advocate to amplify our mission along with Ganesh Venkatram for the south markets. 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, Harpic will continue to driving this positive social change’
The association with Akshay will spin a holistic, multi touchpoint campaign that brings to life Harpic’s superiority as a specialist toilet cleaner.