Toilet Cleaner Ads During Mealtime: A Strategic Play on Science and Psychology

Brands like Harpic, Domex, and Lizol have shifted their ad slots to these peak family viewing times, traditionally reserved for food or lifestyle products. While this juxtaposition might seem jarring—cleaning products clashing with meals—it’s a calculated move rooted in scientific timing and human psychology, designed to maximize impact and memorability.

Television viewership in India peaks between 12 PM to 2 PM and 7 PM to 9 PM, as families gather for lunch and dinner. According to TAM Media Research, these slots attract over 60% of daily viewers, making them prime real estate for advertisers. Toilet cleaner brands, often overshadowed by FMCG giants like Nestlé or PepsiCo, seize this opportunity to cut through the clutter. The high audience density—spanning urban households and rural viewers—ensures broad reach, but the timing’s effectiveness goes beyond mere numbers, tapping into cognitive and behavioral science.

From a psychological perspective, the contrast between mealtime and toilet cleaner ads leverages the “von Restorff effect,” a principle stating that people remember items that stand out from their surroundings. A Harpic ad featuring sparkling toilets airing amidst food commercials creates a jarring, memorable disruption. Dr. Anita Sharma, a behavioral psychologist at Delhi University, explains, “The brain is wired to notice anomalies. When you’re thinking about food and suddenly see a toilet being scrubbed, it triggers a heightened attention response.” This dissonance ensures the ad lingers in viewers’ minds, amplifying brand recall.

Scientifically, the timing aligns with circadian rhythms and decision-making patterns. Lunch and dinner hours coincide with moments of relaxation, when people are more receptive to external stimuli. Studies from the Journal of Consumer Research indicate that attention to advertisements peaks when viewers are in a passive, post-meal state, as opposed to morning or late-night hours when fatigue or distraction dominate. Toilet cleaner brands exploit this window, pairing it with vivid imagery—gleaming porcelain or germ-killing action—that contrasts with the sensory warmth of food, embedding the message deeper into the subconscious.

Human psychology also plays into the “problem-solution” framework these ads employ. Mealtimes evoke thoughts of hygiene and cleanliness, from washing dishes to maintaining a sanitary home. A Domex ad highlighting stain removal subtly ties into this mindset, positioning the product as a natural extension of post-meal cleanup. Neuroscientist Dr. Ravi Mehta notes, “The brain’s amygdala, which processes emotions, links cleanliness with safety. Seeing a germ-free toilet during dinner reinforces a sense of control and well-being.” This emotional resonance drives purchase intent, especially among homemakers, a key demographic for these brands.

Critics argue the trend risks alienating viewers, with some expressing disgust at the incongruity. Social media buzz reflects mixed reactions, from “Why during dinner?” to “Smart marketing!” Yet, sales data suggests success: Harpic reported a 15% uptick in Q1 2025 sales, crediting strategic ad placements. As competition intensifies, this blend of science and psychology reveals how brands are willing to push boundaries, turning mealtime into a surprising stage for sanitation pitches.

Connect with Us