Launches a 360-degree integrated campaign in observance of The World Toilet Day

Hindware today launched a new initiative - ‘Build A Toilet, Build Her Future’, undertaken to create awareness and promote proper sanitation facilities for girls in schools.

Adopting an integrated 360-degree approach, the company premiered a digital film - “TOILET KAB BANWAOGE?” as part of the campaign. Conceptualised by Magic Circle creative agency, the short film invokes a powerful connotation of our childhood innocence by way of games like Poshampa, Aao Milo Shilo Shalo, Aam Chori Chappan Chori, that all of us have grown up playing. In a call for help to action, the re-worded lyrics give voice to all girls who are forced to drop out of school because of not having access to a toilet in school. It is a creative rendition that captures the brand’s relentless efforts to improve sanitation across India for the betterment of opportunity for our young girls. The film is being released today, on The World Toilet Day.

Nearly 20 million girls drop out of school every year in India due to lack of toilets. This inconvenience especially affects girls’ academic performance, as they tend to stay at home during menstruation when they have nowhere to clean. Consequently, many girls also drop out of school following puberty.

Hindware wants to encourage and promote girl education by providing a conducive learning environment and has thus adopted schools across eight villages in Haryana. Under the initiative, the company will provide infrastructure and maintenance of toilets to enable and empower young girls in these villages.

Sharing her thoughts, Ms. Charu Malhotra, Vice President, Brilloca Ltd. said, ‘We have launched this campaign under the aegis of company’s’ year-round initiative – Hygiene that Empowers to generate awareness among students, parents, community representatives and teachers; which we believe will be crucial to sustain the idea and bring about a change. With the help of a digital film, radio, print media and a dedicated website, we intend to scale up the activity while creating awareness amongst the right stakeholders, encouraging people to take part in this cause. 

Hemant Misra, Founder and Creative Head, Magic Circle said, ‘Hindware has truly displayed values of a leader. It was a privilege to work on this brief. Girl education is an issue largely unaddressed and a basic thing like an accessible toilet will be key to unlocking this problem.  We sincerely hope it makes a small contribution to this large issue.’

The brand has adopted an integrated marketing approach for leveraging print, television, radio, and social media platforms to amplify the campaign’s reach and create awareness.  Kick-starting in phases from North India for the traditional medium; the film will also see digital activation across all digital assets of the brand.