Open defecation is a grave concern in India, especially in rural India which contributes to 80 per cent of the national figure. It is one of the three largest causes of deaths due to diarrhea in the country. With better sanitation we can not only achieve better standards of living for the people but the country could also save up to UD $ 53.8 billion. Keeping in mind these factors, open defecation gains critical importance in the success of Swachh Bharat Mission.
To make rural India re-evaluate their current mode of defecation and consider adopting and using a toilet, Lowe Lintas has launched a campaign to promote the cause. The idea is to encourage people to “close the door” on diseases by simply closing the toilet door while defecating. Hence the clarion call of ‘Darwaaza Band’. With a series of anthemic, light hearted and thought provoking spots featuring Amitabh Bachchan and other stars, the campaign illustrates various ways in which adopting a toilet can help an individual, their village and the whole country at large.
