While on one hand, people show negligence towards open defecation and maintaining a clean toilet, on the other, they are highly sensitive about their social status. Especially in their matrimonial ads.

An ad relied upon by millions of Indian families to find the right life partner for their children. The average matrimonial outlines the entire social status of a family.

Harpic, India's number one brand of toilet cleaners, tied up with Dainik Jagran, India's leading publication to use their matrimonial section and make clean toilets, one of the most basic human necessities into a symbol of status.

To shake people out of their ignorance towards open defecation we launched our campaign through a medium they are most sensitive about. The Matrimonial.

We tied up with Dainik Jagran and made a very simple call to action.

Add five words (Home Must Have Clean Toilet) to your matrimonial ad and we would pay for the entire thing. No strings attached.

Our initiative lasted for two weekends, with 30% of people taking up on our offer and adding the five words (Home Must Have Clean Toilet) in their matrimonial.

However, the true result was when our activity had ended, we noticed that people were now adding the five words on their own.

Our initiative had reached 13 million readers across 4 Indian states through 29 different editions, making clean toilets India's new status symbol.