Astral gets women brigade to warn menfolk of social evils from open defecation

23 May,2017

By A Correspondent

 

Open defecation: an issue that has been spoken about at great length in the recent past but has there really been any change in the habit? While the jury is still out there in the open, there are a few brands that have taken the onus of pursuing the cause and educating the masses on the need to stop defecating in the open. This initiative has especially gained steam after Prime Minister NarendraModi’s call under the Swachh Bharat Mission. Asserting its role as an evangelist for the cause, Astral Pipes has come up with a social message on the subject through its latest film.

 

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 them to resort to open defecation. With this campaign, we are not only hoping to spark a realisation about the evils of open defecation amongst 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.”

 

Talking on the campaign, Sagar Kapoor, ED, Lowe Lintas said: “We are very excited to begin the Social Mission journey with brand Astral. 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 change.”

 

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