Press Release

CleanMate presents '2 For Toilet' campaign with Akshay Kumar's most anticipated movie 'Toilet: Ek Prem Katha'

Section :Other Briefs, Category : Advertising

Company Brief
National, August 03, 2017

CleanMate a popular brand of toilet cleanser liquids and home cleaning products by Future Consumer Limited presents '2 For Toilet' campaign featuring Akshay Kumar and Bhoomi Pednekar the lead pair of the upcoming movie 'Toilet: Ek Prem Katha'. Created by FCB Ulka Digital '2 For Toilet' TVC showcases Akshay and Bhoomi advocating the need and importance of eliminating open defecation. The duo are seen appealing to the audience to join '2 For Toilet' social initiative that will raise funds which will be used to improve sanitation facilities across the country.

Through '2 For Toilet' campaign using the power and reach of social media, for every tweet and share done on social media platforms CleanMate will donate Rs. 2 towards the fund. Additionally, CleanMate will also donate Rs. 2 on sale of each pack. CleanMate offers complete household cleaning solutions with product options like toilet & floor cleaners, utensil cleaners, kitchen aides, detergent powder & bar. '2 For Toilet' is in line with the Prime Minister Narendra Modi and Government led Swachh Bharat Abhiyan to eliminate open defecation and build toilets inside homes.

Talking about the campaign Rahul Kansal Head - Business Strategy and Marketing, Future Consumer Limited says, "As a brand, CleanMate is committed to being the best cleaning aid to every household. Personal hygiene is essential to lead a healthy lifestyle and '2 For Toilet' is a step by CleanMate to contribute in maintaining & building clean safe sanitation facilities. For this initiative we are strongly using the power and reach of social media where against each tweet or share of the campaign we will contribute Rs.2 towards Swach Bharat Kosh. We are delighted to partner with Akshay Kumar and his upcoming movie to promote the same cause as this will certainly help us reach out to millions of people."

Speaking about this social cause superstar Akshay Kumar says, "I am extremely happy that of CleanMate's '2 For Toilet' initiative propagates the same message just like my upcoming movie 'Toilet: Ek Prem Katha'. Everyone especially women should have basic facilities of a safe & clean toilet and through this initiative I would like to appeal to all my fans to buy CleanMate products from nearest Big Bazaar, share & retweet this campaign online and spread the message to help this noble cause as much as possible."

Commenting on the campaign Satish Ramachandran, Sr. Vice President, Lodestar Interactive says, "Number two is generally used as a symbol to signify, that one wants to visit the washroom. Linking to this lingo, for this campaign we have used the number 2 to make an appeal to the people to donate Rs.2 through which we can donate funds to improve the sanitation infrastructure in India."

'2 For Toilet' will be promoted on television, theaters, social media platforms & across all Big Bazaar, Easy Day, Nilgiris, Heritage, Star Bazaar outlets, ecommerce sites and popular general stores in the country. Starting 1st August 2017 CleanMate will donate Rs.2 for every tweet & share done of the campaign on social media and on sale of each CleanMate products to Swachh Bharat Kosh. Toilet: Ek Prem Katha starring super hero Akshay Kumar highlights the importance of providing toilets especially for women so that they can avoid going through any discomfort and humiliation.

For further information please contact:
Averil Gouria
MOB: +91 9820778275