Campaign Insight: Harpic's Innovative #MomWaliDiwali Initiative

Advertising campaigns are the lifeblood of brand promotion and consumer engagement. They harness creativity and strategy to connect with audiences, impacting consumer behavior and cultural traditions. A stellar example of this is Harpic's #MomWaliDiwali campaign, which digs deep into the essence of Diwali, India's magnificent festival of lights, and its cleaning traditions.

The Genesis of #MomWaliDiwali

Deep within India's cultural mosaic, Diwali is celebrated with unmatched fervor and splendor. A pivotal aspect of this celebration is the ritualistic Diwali cleaning, a tradition rooted in welcoming the goddess of wealth and prosperity into pristine homes. This tradition necessitates a thorough cleansing of households and sees families coming together to spruce up their homes. However, one task often remains the sole responsibility of mothers or homemakers—bathroom cleaning.

Addressing this, the #MomWaliDiwali initiative by Harpic focuses on spotlighting the collective efforts required during Diwali preparations. The campaign encourages every family member to participate, particularly in the arduous task of cleaning bathrooms. This marks a significant move by Harpic to reiterate the joy that collaborative efforts can bring to the festive season.

Creative Minds Behind the Campaign

The thought-provoking campaign was devised by Reckitt's digital and brand team, amplified by the creative prowess of its in-house team. This synergistic approach reflects Reckitt's innovative internal model, designed to produce engaging creatives that resonate with consumers on a deeper level.

Purpose and Influence

Harpic aims to challenge and shift traditional perceptions through its #MomWaliDiwali campaign. The brand channels its message as an ally to homemakers, using a positive tone to encourage family involvement in tasks traditionally viewed as the mother's domain. By doing so, Harpic aspires to align Diwali celebrations with contemporary family dynamics, emphasizing shared responsibilities.

Strategic Media Engagement

To maximize campaign impact, a tailored media strategy has been employed. Recognizing when consumers are most receptive, Harpic has strategically placed video ads on popular platforms such as YouTube, Meta, and Disney+Hotstar. Moreover, social media is leveraged with an interactive filter that rallies support for the #MomWaliDiwali movement.

This convergence of advertising efforts across various platforms aims to galvanize families nationwide to celebrate a more inclusive and joyous Diwali, embodying the campaign's spirit. Harpic's media outreach, spanning from Instagram to Moj, ensures the message connects with audiences across diverse demographics.

Campaign, Diwali, Harpic