Brands leverage the popularity of Swachh Bharat Abhiyan

Astral Pipes is the recent brand after Dettol, Lifebuoy, Domex and Ghadi Detergent to spread the message of hygiene for Swachh Bharat

e4m by Anurag Singh
Updated: May 26, 2017 8:13 AM
Brands leverage the popularity of Swachh Bharat Abhiyan

Astral Poly Technik, a manufacturer and provider of CPVC piping and plumbing systems has joined hands with Prime Minister Narendra Modi’s Swachh Bharat initiative. They have rolled out a new ad campaign #EveryWomansRight, which promotes cleanliness and the problem of open defecation. It also talks about the harassment faced by women when they have to defecate in open spaces.

The three-minute communication is conceptualised by Lowe Lintas, Ahmedabad and features a group of men in a village who go to the fields in the morning to defecate. They are surrounded by angry women who accost them and talk about the harassment faced by women when they do the same. The women say they are seen as the pride of the village but there is no pride in seeing women defecate in the open where their lives are in danger. They continue to state that women are assaulted and sometimes even raped by peeping toms.  

They then make the case for respect at home by having a basic amenity such as toilets available at home.

The communication ends with the message: “At Astral we believe, having a toilet in her house is every woman’s fundamental right. We have joined hands with the Swachh Bharat Mission to bring about this critical change.”

The film has been launched on digital and offline platforms and will be pushed across government promoted outdoor initiatives.

HUL had released a similar campaign “Haath, Munh aur Bum, Bimari Hogi Kum” in the past featuring a group of kids spreading the message of hygiene and washing hands with Lifebuoy soap before eating, drinking purified water from HUL’s Pure it and defecating in Domex cleaned toilets. The initiative was called “Swachh Aadat, Swachh Bharat”.

Dettol too did a campaign “Dettol Banega Swachh India Initiative” on informing the citizens that on each sale of Reckitt Benckiser products like Harpic, Dettol Handwash, Lizol and Mortein, Rs. 1 will go towards establishing public toilets and school handwashing programs.

Ghadi Detergent did a campaign, “Swachh Bharat Mission” on motivating people to make Indian clean and support the actions with clean clothes.

Prime Minister's Swachh Bharat Abhiyaan was followed by a strong and popular campaign #DontLetHerGo featuring Bollywood stars Amitabh Bachchan, Kangana Ranaut, Isha Kopikkar, Omkar Kapoor and Ravi Kishan.

The two-minute-45 second video, tells that how Goddess Laxmi, the symbol of wealth in Indian mythology, will walk away if one doesn't maintain cleanliness. With the iconic voice-over of Amitabh Bachchan, the message tells the viewer that by littering, they are letting Goddess Laxmi walk away.

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