MUMBAI: As part of all the action leading to the upcoming release of the movie Viacom18 Motion Pictures’ “Toilet Ek Prem Katha”, the lead actor in the film – Akshay Kumar – unveiled 24 toilets over 24 hours on Instagram, in partnership with CAYA. The activity is reflective of the ethos of the film, which addresses the larger conern of open defecation in India, in an entertaining manner. These toilets will help bring much needed sanitation across smaller villages in Jaipur, Delhi, Rewri, Mohali, Karnal, Panipat, Kota, Yamuna Nagar, Narnaul, Gurgaon and address the pertinent issue of open defecation.
Starring Akshay Kumar, Bhumi Pednekar & produced by Viacom18 Motion Pictures, Toilet Ek Prem Katha is co-produced by KriArj Entertainment along with with Cape of Good Films, Friday Film Works, Plan C Studios and Abundantia Entertainment. The movie releases on 11 August, 2017.
“Toilets can be such a taboo subject, but it’s such an important part of everyday life that many of us take for granted. This campaign is a small, but hopefully impactful contribution from the team of Toilet: Ek Prem Katha towards giving the people in these cities a much needed resource, and making sanitation a part of their conversations in a positive manner. We hope that through the movie, and this campaign, we can bring more awareness to such an important issue!” says Akshay Kumar.
Commenting on the association, Rudraup Datta, Marketing Head, Viacom18 Motion Pictures says, “It is often said that cinema is an agent of social change & with Toilet Ek Prem Katha we have a complete family entertainer which highlights one of the biggest issues faced by our country; open defecation. Thanks to Akshay Kumar we have been able to implement the campaign for 24 Toilets/24 hours as an effort to take this mission to the ground level, driven by Caya. With Instagram on board, we can leverage it digitally and reach out to millions of consumers and hope to inspire and encourage them to join the fight against this stigma.”
To join the actor on his journey as part of the 24 Toilets / 24 Hours campaign, you can follow Akshay’s Instagram stories on @akshaykumar, where he will be posting stories every hour. You can also follow the hashtag #24Hours24Toilets.
Toilet Ek Prem Katha, directed by Shree Narayan Singh is a love story between Keshav (Akshay Kumar) and the progressive Jaya (Bhumi Pednekar), set in two villages near Mathura. The film traces the journey of a man in love, whose only aim in life is to get what his wife demands and rightfully so! Toilet Ek Prem Katha is a satirical take on a battle against the age old tradition of open defecation in the country.
