Public toilets are usually not the cleanest of places. The challenge was to talk about clean toilets in a not-so-clean toilet. The objective being that the reader should want a toilet that is clean and quite unlike where he/she is when he/she reads the message.

The solution to this paradox was to have a witty message that is made to look like a W.C. That's the place where people seek solitude and think of important things. Therefore the message was, "Dirty toilets make for constipated ideas."

Harpic is the biggest toilet cleaner brand in India by a mile, and growing. The brand has a huge communication budget which is predominantly TV and print heavy. This was a one-time exercise over a period of three weeks, when there was a huge TV and print coverage for the brand. So it is not exactly possible to extract the direct impact of this piece of design on sales.