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 Narendra Modi’s clarion call to all Indians under 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.
Open defecation is an inherent hygiene problem of rural India, more so with women whose safety is always ignored and compromised. So much so that it is a torture for rural women to defecate in the open – a problem which has been ignored by the male members since many generations – as a result of which women are teased, taunted, and even raped while going out to relieve themselves. To highlight this plight, Lowe Lintas Ahmedabad came up with a unique idea for Astral Pipes: time for women to take revenge at the casual attitude shown by the male members in spite of Government of India funding the construction of toilets under the Swachh Bharat Mission.