Ad Campaigns
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.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
