Dabur-owned toilet cleaner brand, SaniFresh, has launched a new campaign titled '700se7kadam' where it is urging people to come forward and take step towards creating better sanitation facilities for women in India, especially in the rural and tier 2 and 3 cities.
They have created an interactive website to disseminate information about the campaign. Titled 700se7kadam.com, the site urges people to reduce the number of footsteps that a women has to take across many places in the country to reach to their toilets.
Each time an individual takes any of the steps, the brand would contribute a rupee towards the cause.
The idea behind the campaign is that in the urban cities, where people live in furnished homes, a woman has to take as much as seven steps to get to the toilet while in many places across the country, they have to take over 700 steps to reach to the toilet. Their journey is accompanied with the threats and danger of being raped or killed by wild animals, as most of these toilets are open spaces in fields and jungles.
Designed by Ogilvy India, the campaign also includes a TVC which shows a young girl in middle of the night walking around 700 steps before reaching her toilet in the jungle/fields. Though the TVC does not show the face of the girl but yet delivers the message of lack of sanitation facilities for the women across the country.
The campaign is perfectly timed since the World Toilet Day was recently celebrated on November 19 and the current government of India is taking stern steps towards creating better sanitation facilites and cleanliness in the country.
Speaking about the campaign, Sanjeev Jasani, senior, vice president and head of Delhi Office, OgilvyOne, says, "The client brief was to create the unique positioning of the brand which was not possible around germ fighting as several big brands are already playing in that place. So we decided to position it around the creation of toilets in the country as it is something of prime importance in the country which has more mobile handsets than toilets especially for women."
He further adds that the insight in the campaign is extremely visible throughout the length and breadth of the country. The other legs of the campaign include social media amplification along with digital influencers promoting it.
Sanifresh Shine is a specialist toilet cleaner from the house of Dabur. Some of the other well known brands from Dabur are Odonil, Odomos, Pudinhara and many others.