Toilet: Ek Prem Katha stars rally hard with brands to counter open defecation

Brands associated with sanitary hygiene and cleanliness, ranging from CPCV pipes, toilet cleaning liquids and seat sanitisers, team up with the movie crew to promote healthy sanitary habits

e4m by exchange4media Staff
Updated: Aug 8, 2017 7:31 AM

Akshay Kumar’s latest Bollywood endeavour ‘Toilet: Ek Prem Katha’ is out to ensure Indians build toilets, use them, and keep their sanitation areas clean and hygienic.

From toilet cleaning liquids, toilet seat sanitisers to CPVC pipes, the movie has partnered with brands in the hygiene category to promote the film that is set to release on Friday, August 11. Brands and the movie have left no stone unturned in the quest to drive the point home that open defecation is unhealthy and sanitary hygiene cannot be compromised at any cost. Not just that, the latest audio release is a musical PSA voiced by Akshay Kumar himself.

Caya Constructs in association with the movie launched an interesting Instagram led campaign for the film. Titled #24Hours24Toilets, the campaign showcased the toilets that were built for the community by Caya Constructs.

Akshay Kumar shared the inauguration of 24 toilets in 24 hours on social media platform on Monday. On last count, Akshay Kumar had shared the inauguration of toilets at Jawahar Nagar, Jaipur, Civic Center (New Delhi), Rewari (Haryana), Karnal (Punjab), Red Light Chowk (Panipat), Mohali, Gurugram, Kota (Rajasthan), Narnaul and Yamuna Nagar.

Pee Safe, a toilet seat sanitiser spray brand, has associated with Toilet- Ek

Prem Katha, as an exclusive hygiene partner. The brand launched a TVC along with the launch of the #ToiletJugaad song by Akshay Kumar.

The TVC relays parts of the movie’s trailer with a message from Bhumi Pednekar about sanitary hygiene. Her message to viewers of the ad is simple: Swasth Mahila, Swasth Bharat. The campaign will run simultaneously on all mediums including Digital, Print and Outdoor

spreading the message of clean and hygienic toilet use amongst women in urban as well as rural areas.

CleanMate, a popular brand of toilet cleanser liquids and home cleaning products by Future Consumer Limited launched the ‘2 For Toilet’ campaign featuring the stars of the movie. The TVC showcases Kumar and Pednekar advocating the need and importance of eliminating open defecation. Clean Mate will donate Rs. 2 to build toilets for every purchase of a CleanMate product. The brand is also leveraging social media for this campaign. For every tweet and share done on social media platforms CleanMate will donate Rs. 2 towards the fund. Astral Pipes is a leader in the CPVC pipes category has also associated with Akshay Kumar's satirical comedy Toilet Ek Prem Katha.

In addition to these efforts the movie is also exploring an association with the Indian Railways. According to media reports, the Indian Railways may allow the Toilet: Ek Prem Katha team to brand the toilet doors of some trains and railway station platforms with its posters.


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