Last year, Urban Company entered the bedroom. When the lockdown forced beauty parlours to shut shutters across the country, the home services marketplace unicorn started sending trained beauty professionals home. Dreary faces got their shine back, and the lady, as well as luck, smiled on the company, which was adding ‘cosmetic’ value to the lives of its women users.
Now, Urban Company wants to enter the bathroom. And this time the idea is to make it sparkling clean. The company has rolled out a campaign highlighting how professional cleaning is superior to regular methods of cleaning. The consumer insight is simple. Though people want clean bathrooms, they tend to make do with basic minimum regular cleaning, which, according to them, is nothing less than compromising.
But some larger issues remain. Why do all home and hygiene brands only talk to women when it comes to cleaning the toilet? Do men only use toilets and not clean them? Take, for instance, Harpic, which has actor Akshay Kumar as brand ambassador. In all the commercials, Kumar is seen surrounded by women and claiming that the product is better than detergents. It took ages for brands to show men inside the kitchen, and men washing clothes. Is the toilet waiting to be disrupted? Why is there no advertisement where men are shown cleaning the loo?
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