New Delhi: Akshay Kumar's satirical comedy Toilet: Ek Prem Katha is riding high on Prime Minister Narendra Modi's Swachh Bharat campaign to drive home its point about the need for better sanitary conditions. The Viacom18 Motion Pictures production has designed its marketing campaign around the need for social change. "It often said that cinema is an agent of social change. Toilet: Ek Prem Katha will promise entertainment while also driving an active social message. The star power of Akshay Kumar coupled with the core value of the film where it takes on the stigma of open defecation by the horns is the anchor for the campaign," said Rudrarup Datta, senior vice-president, marketing, Viacom18 Motion Pictures.
The campaign has toilets branded across quick service restaurants like McDonald's and Costa Coffee, besides budget carrier Air Asia and the Sulabh Shauchalaya public toilets. A tie-up with social enterprise Caya Constructs includes painting 80 toilets across the country with sanitary hygiene-related caricatures and messages. These toilets will be in the states of Haryana, Delhi, Madhya Pradesh, Rajasthan and Maharashtra. The company that manufactures products for sanitation and water resource management for various government and corporate clients is also conducting workshops across slums and government schools to spread the