“Toilet: Ek Prem Katha” actor Akshay Kumar, who took on the unveiling of 24 toilets over 24 hours on Instagram on Monday, says his aim is to spread a wave of positive conversation about sanitation across the country. He believes that toilet is a taboo subject, but he wants people need to realise that it is a crucial part of everyday life.
24 hours 24 toilets challenge :
- On Monday, Akshay began unveiling images of 24 toilets across smaller villages in
- Jaipur, Delhi, Rewri, Mohali, Karnal, Panipat, Kota, Yamuna Nagar, Narnaul and Gurugram,
- on social media via Instagram, read a statement from Viacom18 Motion Pictures.
- The activity is reflective of the ethos of “Toilet: Ek Prem Katha”, which strives to address the
- subject of open defecation in India, in an entertaining manner.
- Talking about it, Akshay said: “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.”
- Commenting on the association, Rudraup Datta, Marketing Head, Viacom18 Motion Pictures, said:
- “It is often said that cinema is an agent of social change and with ‘Toilet Ek Prem Katha’
- we have a complete family entertainer which highlights one of the biggest issues faced by our country; open defecation.
Aslo read:Akshay Kumar to be face of Ayurvedic personal care brand! - “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.”
- Directed by Shree Narayan Singh, the film is a satirical take on a battle against the age old
- tradition of open defecation in the country. The movie will release on Friday.