Home >> Advertising >> Article

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

08-August-2017
Font Size   16
Toilet: Ek Prem Katha stars rally hard with brands to counter open defecation


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.

 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye