After Prime Minister Narendra Modi'sSwachh Bharat initiative, a lot has been written and said about cleanliness and the problem of open defecation. Even today, the problem of open defecation persists in many parts of India and the worst affected by this problem are women.
In its new communication, conceptualised by Lowe Lintas, Ahmedabad, Astral Pipes talks about the harassment women have to face when they step out of their homes to attend to nature's call.
The film is set in a rural background where a few men are seen making a beeline to the open fields as part of a ritual that’s as old as humanity itself. What seems like a normal routine is actually a disturbing trend where they head out in the open at the crack of dawn every day to relieve themselves.
This is when a group of women surround the men as they take positions in the field to carry out their morning routine. In a single chorus, they belt out a meaningful rendition that despises the men for ignoring threats faced by women when it comes to open defecation. So much so that they make them realise the importance of constructing toilets in their own homes instead of surviving on external factors. In the end, the men come to terms with the importance of building toilets at home so that the womenfolk feel secure and basic hygiene is maintained.
Sharing his thoughts on the need to be associated with this social cause, Kairav Engineer, Senior Business Development Manager, Astral, said, “Astral Pipes is a leader in the CPVC pipes category. Our leadership is attributed to our single-minded focus on innovating to create efficient water management products. But, at one end where we are pioneering products that improve the quality of sanitation management in our country, there are still thousands of women who are denied basic sanitation, forcing themselves to resort to open defecation. With this campaign, we are not only hoping to spark a realisation about the evils of open defecation among those who are the most inflicted, but also support the Government’s Swachh Bharat initiative by creating awareness among masses and playing our part as responsible corporate citizen.”
Elucidating on the campaign thought, Sagar Kapoor, ED, Lowe Lintas, said, “The issue of open defecation has been taken up by many brands and authorities. And thankfully so. There’s so much to be done in the area. The irony is the rural menfolk take this issue as lightly as a nag by the women. While on the other hand open defecation has drastic outcomes like eve teasing, rape and even murders of women. Our communication piece therefore has taken a very different tone and pitch, to bring about not just awareness but also effect a change.”
The film has been launched on the online as well as offline platforms and will be pushed extensively across government-promoted outdoor initiatives as well.
Agency: Lowe Lintas Ahmedabad
Team: Sandeep Engineer, Kairav Engineer, Yogen Parikh, FenilMevada
Account Management: Raj Gupta, Shantanu Sapre, Uttam Solanki, Jay SK
Creative: ArunIyer, Sagar Kapoor, Abhishek Dey, Amit Hoiyani
Production House: Absolute Films
Director: Chandan Arora