Brand Swachh Bharat – A Toilet Ek Prem Katha Campaign
Toilet Ek Prem Katha (TEPK), a film inspired by real incidents, talks about open defecation, a rampant issue in India. Backed by the star power of Akshay Kumar, the film aims to promote a huge social message, which coincides with the PM’s pet project – Swachh Bharat Abhiyan.
The film which releases today, takes a satirical approach to the issue, because more often than not, humor helps drive home the biggest of messages. So, while people look forward to a generous dose of laughter from TEPK, another aspect that is creating a buzz everywhere is the film’s partnerships with brands across segments like travel and electronics to hygiene and cleanliness.
The giants that have associated with TEPK range from Air Asia, PayTM, Astral, Hindware & Kajaria, Astral Pipes, Croma & EBAY to Future Group’s CleanMate and Redcliffe’s Toilet Seat Sanitizer – Pee Safe. The campaign that is estimated to cost the studio over 15-18 crores will have a major contribution from partner brands.
Commenting on the association, Vikas Bagaria, Founder, Pee Safe, said, “We take immense pride and honor in being Hygiene partners for the movie, Toilet Ek Prem Katha, a film with a big message for everyone India about the need for toilets and women’s hygiene. Our Product is a perfect match and this is one of many partnerships we are looking at with movies that can spread the message of hygiene and it’s importance for everyone, specially woman.
Dheeraj Jain, Co-founder, Pee Safe, added, “We are sure this association will work phenomenally well. Our marketing efforts coupled with working with the best in the industry, will result in outstanding achievement.”
In addition to this, Hindware is running a campaign in over 700 cinema halls across the country, which almost certainly ensures a boost in sales, and more buzz creation for the film.
The campaigns that will run simultaneously on all mediums including Digital, Print and Outdoor, spreading the message of clean, hygienic toilet use amongst women in urban as well as rural areas have brands rushing to capitalize on the relevant subject (of the film), which complements their category of products in the best possible ways.
Future Retails’ CleanMate toilet cleanser is also leveraging the association with a TVC featuring the lead pair of the film.
Overall, it is evident that the timing of the film and its subject have enough material to hit a home run with brands, the government and the common people, sold on the idea of a Swachh Bharat. Had the film released a few year agog, before the Prime Minister’s iconic Red Fort speech, it would have been a different scenario.
What remains to be seen is, if the pattern of brand associations leveraging the subject of a film and vice a versa, which is a huge factor in producing web series like Permanent Roommates (Common floor, Ola) and Tripling (Tiago) to name a few, may start dictating storylines too.
How creative the makers and the brands get, is another story. At the moment though, Toilet Ek Prem Katha releasing over a very long Janmashtami – Independence Day weekend is certain to make brands and producers very very happy!