Cannes Lions 2024: Tgthr’s entry is Harpic Loocator campaign
As the countdown begins for this year’s Cannes Lions International Festival of Creativity, the advertising community is all geared up to send its best entries. The Festival will be held from 17 to 21 June, in Cannes, France. Among this year’s contenders for the coveted Cannes Lion is Tgthr. Let’s look at its entry for the forthcoming edition. Campaign for Harpic: Harpic India urged women to #BeFreeToPee in a four-weeklong campaign that was launched with a film showing the helplessness different women feel when they can’t find a loo. During peak traffic hours on the most popular routes, RJs pointed out public toilets asking women to take a pee break. In the busiest markets frequented by women, paper cups with QR codes leading to the Loocator app were distributed, encouraging women who avoided drinking water to sip without fear. On Women’s Day, Harpic went a step forward by partnering with two of India’s biggest loo providers, Sulabh International and PVR Nest, and cleaned the most used public toilets - giving women the priceless experience of a clean public loo. The campaign sparked conversation with a huge 163 million + reach. Indian celebrities from all walks of life joined in including actors like Akshay Kumar, Chitranga Singh, Soha Ali Khan spoke about the criticality of such an app. Former captain and cricketing star of India Women Cricket team, Mithali Raj resonated very strongly with app as did the women activists like Sonali Khan and Rani Ko-HE-Nur who appreciated the app. This led to a whopping INR 84 million + of earned media and an impressive number of app downloads of 64,000+ and counting. Appreciating Loocator for its relevance and usability, the Founder and Director of World Toilet Organization, Prof Dr. Jack Sim, expressed his intent to extend Loocator to Singapore to help simplify the lives of women there as well. “Thanks to the state of public loos, women in India have had no option but to grow up with pee paranoia on their minds. While women today are encouraged to follow their dreams and exercise their freedoms by stepping outside the home, it’s not possible when there are no clean loos around. That’s how fundamental this problem is. Loocator’s #BeFreeToPee movement was kickstarted by Harpic India but has been taken ahead by women, by crowdsourcing ratings and adding clean toilets to the app every single day. And we at tgthr are proud to create at this scale, in our very first year of existence,” says Aalap Desai.
Tags : Internet Advertising India Marketing News PR and Corporate Communication News Digital Media News Television Media News People Movement Harpic India #BeFreeToPee Akshay Kumar Chitranga Singh Soha Ali Khan World Toilet Organization Prof Dr. Jack Sim Aalap Desai Tgthr’s