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Tag: Harpic

  • Trivago top brand in BARC week 52

    Trivago top brand in BARC week 52

    MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 22 December 2018  and 28 December 2018.
    The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R): 2+ Individuals demonstrating ads that were inserted the most in week 52 of 2018.

    Top Advertisers:

    Hindustan Unilever Ltd, the owner of a vast product portfolio, including foods, beverages, cleaning agents, personal care products, didn't budge from the top position even in the last week of 2018 in the advertiser category with 122404 insertions.

    Reckitt Benckiser Ltd, maker of Dettol, Veet, Durex condoms, Strepsils, Air Wick, and Harpic also maintained its position on the second spot with 42995 insertions. ITC followed the pack this week again with 42396 insertions.

    Ponds India stood fourth with 33946 insertions and SBS Biotech has attained the fifth position with 26175 insertions.

    Top Brands:

    Trivago once again reached the top spot in the brand's category in week 52 rankings of BARC, with 11557 insertions. Myntra.com stood at an impressive second with 10769 insertions followed by PhonePe, which improved from fifth position last week, with 10768 insertions.

    Dr Ortho Oil & Capsule and Mahindra Marazzo stood fourth and fifth with 9591 and 9301 insertions, respectively.

  • HUL top advertiser in BARC Week 50

    HUL top advertiser in BARC Week 50

    MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 8 December 2018 and 14 December 2018

    The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R): 2+ Individuals demonstrating ads that were inserted the most in week 50 of 2018.

    Top Advertisers:

    Hindustan Unilever Ltd with 106157 ad insertions on television, remained the top advertiser in week 50 as well followed by Reckitt Benckiser Ltd, maker of Dettol, Veet, Durex condoms, Strepsils, Air Wick, Harpic, that had 58983 insertions.

    ITC Ltd as well maintained its position from the previous week and stands third with 53309 insertions.

    Procter & Gamble climbed up a rank from the last week and stands fourth with 34164 insertions. Pharmaceutical company SmithKline Beecham stands fifth with 28768 insertions.

    Top Brands:

    IBF became the top brand in week 50 of 2018 with 12436 insertions followed by Trivago with 12142 insertions. Mahindra SUV Range stands third with 11600 insertions.

    PhonePe, the Indian financial technology company, has entered the list at the third position, making 11529 insertions in week 50. Dettol Toilet Soaps came in fifth with 11425 insertions.

  • Harpic launches its ‘More than a toilet’ campaign to support Water.org in its effort to end the water and sanitation crisis around the world

    Harpic launches its ‘More than a toilet’ campaign to support Water.org in its effort to end the water and sanitation crisis around the world

    MUMBAI: Today, Harpic has launched its ‘More than a toilet’ campaign to support Water.org in its effort to end the water and sanitation crisis around the world. They will be raising awareness and funds to support the international non-profit co-founded by Matt Damon and Gary White in time for World Toilet Day on Monday 19th November 2018. In addition, their parent company, RB, has donated $1 million to Water.org’s efforts to change lives.

    The campaign aims to bring to light the exceedingly high number of people in India and other developing countries living without access to basic sanitation and highlight the alarming effect this has on people’s health, safety and education.

    The ‘More than a toilet’ campaign was announced yesterday (18th October) at One Young World: a summit that discusses and shares innovative solutions for the pressing issues the world faces, attended previously by Meghan Markle, Emma Watson, Bob Geldof and Cher.

    To launch, Harpic will announce that the toilets at the summit will not be available to use, before premiering their campaign film (available to view here: https://bit.ly/2RTtaRp). The stunt seeks to bring attention to the reality billions of people face and create a moment in which attendees realize that something we do every day looks very different for many people around the world.

    Figures by the World Health Organization, UNICEF and International Telecommunications Union reveal that there are more people in the world with access to a mobile phone than a toilet. 1 in 3, that’s 2.3 billion people, do not have access to a toilet, with a staggering 892 million people defecating in the open; putting their health and safety at risk.

    For billions of people, not having access to a toilet can be incredibly dangerous and comes with many risks, with nearly 1 million people being killed by water, sanitation, and hygiene-related diseases each year.

    Women living without access to a toilet are twice as likely to experience sexual violence when defecating in the open, and along with their children, can spend hours each day finding a place to go. Time that could be spent at school and work.

    Harpic, the leading toilet cleaner in India, are campaigning to end the water and sanitation crisis by encouraging the public to join the movement, contribute and donate at https://water.org/morethanatoilet/ to fund a toilet and change a life. 

    Global Category Director at Harpic; Alice Moore says “We are very grateful to be working towards Water.org’s efforts to end the water and sanitation crisis around the world. It is exceptionally shocking to see just how many people around the world are still living without access to basic sanitation and the worrying effect this has on their health, safety and education. We are so passionate about our ‘More than a toilet’ campaign and the positive contribution we at Harpic can make through raising awareness and fundraising, alongside RB’s $1 million donation.”

  • Harpic pledges to ‘Make India Toilet Proud’

    Harpic pledges to ‘Make India Toilet Proud’

    MUMBAI: Harpic, a pioneer in the toilet cleaning category, has reinforced its commitment for providing universal access to sanitation through its new campaign ‘Make India Toilet Proud’ coupled with the launch of ‘Swachh Bharat Pack’. 

    The campaign aims to drive behaviour change by normalising the act of cleaning. It encourages every Indian to dissociate taboos linked with cleaning toilets and feel proud to own a sparkling clean toilet. The newly launched ‘Swachh Bharat Pack’ comes with new packaging that enables consumers to get a bottle-like experience with a single use pack only at Rs 5.

    Commenting on the announcement, RB Hygiene Home CMO marketing director for South Asia Sukhleen Aneja says, “Harpic urges people to not just build toilets but, also take care of them, maintain it regularly and be proud of it. To make this possible, solutions need to be made available at a cost that is universally accessible for all. The Swachh Bharat Pack is a true revolution in an organic base that allows bio-degradation of waste in twin pit toilets.”

    Commenting on the same Akshay Kumar, Harpic sanitation ambassador adds, “Together with Harpic, I would urge all of you to join us in the mission and make India toilet proud. Shame linked with the word ‘toilet’ is only for those who keep their toilets unclean.”

  • Akshay Kumar joins Harpic as brand ambassador

    Akshay Kumar joins Harpic as brand ambassador

    MUMBAI: Harpic, one of the leading toilet cleaners, has recently announced Akshay Kumar as its brand ambassador to drive the mission of ‘Har Ghar Swachh’. Harpic, along with Kumar, aims to provide universal access to clean toilets to each and every Indian and emphasise on the importance of maintaining a clean toilet.

    With the new mission, Kumar plays an evangelist to emphasise the need for taking care of toilets, maintaining them regularly and cleaning them to ensure a healthier living.

    He 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’.

    Speaking on his association, Kumar said, “There is a growing need to sensitise people on the need and importance of keeping their toilets clean and hygienic. It gives me immense pleasure to associate with Harpic to drive the ‘Har Ghar Swachh’ mission. We can no longer treat toilets as a stepchild of the home but consider them to be a source of pride and joy, hence I urge people to join me in this mission so that we can ensure a healthier and hygienic life for ourselves and for our families.”

    South Asia RB Hygiene Home CMO, marketing director, Sukhleen Aneja 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 sensitise 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 and it’s an honour to have him as Harpic’s brand advocate to amplify our mission. 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,” he added.

    Harpic has been a pioneering toilet cleaning brand in India with undisputed market leadership within the specialist toilet cleaner category. With the ‘Har Ghar Swachh’ mission, it is determined to ensure that every home can be cleaned and maintained with Harpic.The association with Akshay will spin a holistic, multi touchpoint campaign that brings to life Harpic’s superiority as a specialist toilet cleaner.

  • The rising trend of coopetition among brands

    The rising trend of coopetition among brands

    MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

    Companies are willing to do anything today, including riding along with other brands just because it will benefit them. Coopetition essentially involves one company advertising through another company, so that each can benefit from the brand loyalty and reputation of the other. It is also called brand partnership and the term is relatively new to the business vocabulary and is used to encompass a wide range of marketing activities involving the use of two or more brands.

    An early instance of co-branding occurred in 1956 when Renault tied up with French jeweller Jacques Arpels to turn the dashboard of one of its newly introduced Renault Dauphines into a work of art. A unique case of coopetition was when Burger King made a proposal to archrival McDonald’s to create a unique burger McWhopper but Ronald McDonald frowned on it.

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    The most infamous case was the success story of Samsung and Sony partnership back in 2004. Two competitors who operate in the same television manufacturing business decided to come together in a joint venture to develop and produce LCD panels for flat screen TV sets. Teaming with a rival produced two innovations, knocking down other competitors from their positions and more than doubled the combined market share of these two companies. The companies ended their partnership of liquid-crystal displays for televisions in 2011.

    Although a common practice internationally, the phenomenon is fairly new in India. The most acknowledged has been Ariel washing powder and LG washing machine coming together for a brand alliance. The partnership was strengthened by a TVC that showcased LG as the best washing machine to wash your clothes using Ariel washing powder.

    Indian two-wheeler motorcycle company Hero Group and Japanese Honda Motor Company entered a joint venture to set up Hero Honda Motors Limited in 1984. The joint venture not only created the world’s single largest two-wheeler company but also one of the most successful joint ventures worldwide. But, on 16 December 2010, the companies signed an agreement to dissolve their partnership.

    We have also witnessed telecom companies partnering with handset manufacturers to strengthen their position jointly in the market. This results in an increased sale of handsets and mobile network subscribers. In 2017, Sunil Bharti Mittal-led Airtel launched Android-powered 4G smartphones in partnership with Karbonn Mobiles. Domestic handset maker Micromax and Vodafone also came together to offer a smartphone at an affordable price hence increasing the mobile and network penetration in smaller markets.

    The latest addition to the list is sanitaryware Parryware joining hands with toilet cleaner Harpic to educate and promote imperative lifestyle habits. Emphasising the need for hygienic and clean toilets, the duo has even jointly launched a television commercial which revolves around the need to keep toilets sparkling clean and germ free for maintaining hygiene as well as longevity, while showcasing bathrooms as an important factor that drives health and well-being of consumers in their living spaces.

    Additionally, various food delivery apps have also been tying up with cab hailing services and e-commerce websites tie-up with mobile handsets as an exclusive seller such as OnePlus with Amazon. Although the trend is fairly new, it is an interesting space to see two brands coming together to achieve marketing and revenue goals together.

    Also Read:

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  • Patanjali most advertised brand on television in week 33

    Patanjali most advertised brand on television in week 33

    BENGALURU: Baba Ramdev’s Patanajali Ayurved Limited has generally been among the top 10 television advertisers according to Broadcast Audience Research Council of India (BARC) weekly list of Top 10 Advertiser *Across Genre : All India (U+R) : 2+ Individuals during the first 33 weeks of 2017. It’s brand of products were the most advertised brands on television in week 33 (Saturday, 12 August 2017 to Friday, 18 August 2017) of 2013 as per Top 10 Brands *Across Genre: All India (U+R) : 2+ Individuals. The Patanjali range of products were present on television 13,626  times (insertions) in week 33 of 2017.

    It must be noted that FMCG giant Hindustan Unilever Limited (HUL) is by far the biggest advertiser on television in India– period. Its television ad insertions far exceed ad insertions by any other company. Four of its brands were present in BARC’s weekly list of top 10 most advertised brands in week 33 with combined ad insertions of 37,846.

    HUL’s beauty care brand Dove’s Dove Cream Bathing Bar was the second most advertised brand on television in week 33 with 10,324 insertions, followed by GlaxoSmithKline’s malted milk drink brand Horlicks with 10,248 insertions at third place. HUL’s toiletry and personal care brand Lux’s Lux Toilet Soap was the fourth most advertised brand in week 33 with 9,569 insertions followed by another HUL brand – toothpaste brand Closeup Ever Fresh with 9,431 insertions at fifth place.

    Bharti Airtel has been pushing its Airtel Postpoid Promise a lot over the few weeks on television. This Airtel product had the second highest insertions in the previous week (week 32) – 11,364 insertions. In week 33, Airtel Postpoid Promise was the sixth most advertised product with 9,187 followed by a product from banking and financial services  – the Axis Bank Credit/Debit Card with 8,993 ad insertions at seventh place.

    HUL’s detergent brand Surf Excel Easy Wash was the eight most advertised brand in on television week 33 of 2017 with 8,522 insertions  followed by television DTH brand Videocon D2h with 8,146 insertions. Reckitt Benckiser’s toilet cleaner brand Harpic 10X completed the list of top 10 brands on television with 8,092 insertions.

    ALSO READ :

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  • Shruti Varma to head Tata Docomo business at Contract

    Shruti Varma to head Tata Docomo business at Contract

    MUMBAI: Shruti Varma joins Contract Advertising as senior vice president and will be heading the Tata Docomo account for the agency.

     

    A highly experienced FMCG advertising professional, Varma joins Contract from Havas Worldwide where she spent close to eight years and was heading the Reckitt Benckiser account for India and recently, the south east Asian market besides many successful campaigns and product launches.

     

    Varma will be reporting to Contract Delhi senior VP & GM Shivaji Dasgupta who while announcing Varma’s appointment said, “Contract has always been a melting pot of great talent and Shruti is a very welcome addition to the pool. She has the right blend of strategic acumen and operational mastery to be a highly successful business leader for us. I am certain she will have a long and fruitful innings with Contract.”

     

    Besides Reckitt Benckiser, Varma has also worked on Dabur, during her stint at Bates for over three years. A Delhi University alumnus, she started her career in research with IMRB, before choosing advertising as her career.

     

    “I have worked on leader brands and I have worked on challenger brands. And I think I have contributed in meaningful ways in turning some challenger brands into leader brands. And that’s what’s exciting about our business. I hope that together with the amazing talent at Contract, I would help do the same for TATA Docomo. The challenges will be many. But then, what’s Advertising without a little adrenaline rush,” said Varma on her appointment at Contract.

     

    During her tenure at Havas, Shruti has worked on key brands such as Dettol, Veet, Harpic, Mortien, Lizol, Airwick, Vanish, Moov, Strepsils amongst others.