Remember the last time you had an emergency and the only option available was a stinky public toilet? To which your brain replied, “Oh, come on. You can hold it!”
Now, imagine the lives of people who don’t even have that option in hand. People who don’t have a toilet at home, that holy place you give a visit to get rid of your poos and oohs. The people whose immediate surroundings are their toilets a.k.a the open defectioners!
After years of measures taken to educate such masses, Harpic and Dainik Jagran have finally come up with a smarter idea to bring a change in psych of such people. A toilet which has no connection to marriages, remote or broad whatsoever, is soon going to become a status symbol for Indian marriages!
Well, all thanks to Akshay Kumar, Harpic and Dainik Jagran. Kumar is known for his thought provoking Bollywood hits in the recent times, for instance Airlift, Holiday etc. He has now given birth to the trend of “toilets for marriages” by coming up with a movie on the theme and therefore extended a helping hand to government’s initiative of Swachh Bharat.
Also read: Kerala To Soon Be Free Of Open Defecation
Same is the case with big brands like Harpic and Dainik Jagran. Dainik Jagran in fact, made matrimonial ads free for women who added “Ghar Mein Saaf Shauchalaya Zaroori” to their profile.
Harpic also reiterated the idea by collaborating with the Akshay Kumar starrer – “Toilet Ek Prem Katha”. Of recently, all celebs and high profile people have been using their influence to highlight the importance of toilets in all homes, especially in rural areas.
Furthermore, they are all trying to battle the wicked menace of open defecation! And what better idea than associating toilets as a symbol or essential for marriages? In a country like India which is a land of big fat weddings, sending a subtle message via smart branding wouldn’t hurt, would it?
Basically, companies like Harpic are targeting the rural masses via the institution of marriage as that is something the rurals whole heartedly believe in. By giving incentives like free matrimonial ads and showing stories of ‘sanitation’ as an important tool for a happy and healthy married life is definitely going to catch many eyeballs.
By educating people, specially women with such smart branding; women are soon going to demand clean and safe toilets in homes they are going to move to post marriage. Families are going to give toilets in dowries. In rural towns, soon, toilets will become a matter of ‘khandan ki izzat’.
The whole idea is to light a chain reaction and soon, marriages are what’ll help India achieve the Swachh Baharat dream!
The two brands, Harpic and Dainik, fully discourage the concept of open defectioners and urged the society to bring the change for the heath and safety of women. What better than targeting marriages for it, right?
So, moving towards “toilets-revolutionising-marriages-revolutionising-India”, are we?
Picture Credits: Google Images