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Digital Marketing Initiatives for Toilet – Ek Prem Katha

Posted by DigitalSkills in Digital Marketing Certifications, Digital Marketing Courses in Pune, Digital Marketing For Entertainment Industry 22 Jan 2018

Movies as a medium of social change come very rarely. When they do they are sometimes lauded and more often they tend to tank at the box office. Toilet: Ek Prem Katha is one such film which was made to tackle the issues of proper sanitation. IMDB details the synopsis of Toilet: Ek Prem Katha as “A woman threatens to leave her husband unless he installs a toilet in their home. To win back her love and respect, he heads out on a journey to fight against the backward society.” This seems like such an obvious requirement in urban households. Yet as the movie correctly depicts there are still several thousand villages in India that do not have sufficient access to sanitation facilities. Digital Skills looks at the digital initiatives the movie used to promote itself as well as the impact the movie had on society.


A new Twitter handle was created just for promoting the film. The twitter handle was started on 20th of July 2017, almost one month before the release of the film. Its first tweet garnered 112 retweets and 225 likes. Akshay Kumar and Bhumi Pednekar the two film stars were tagged in the tweet. This was already well after the offline marketing had begun. The Twitter campaign began when they were in the UK to promote their film. The film starts played a big role in promoting the movie and the twitter handle with constant mentions and retweets.

Toilet Ek Prem Katha - First Tweet

Early during the promotion, they partnered with whatsurskill for a poster design competition for the movie. This created a lot of buzz as people are always willing to showcase their skills.

TEPK Poster Design Contest


They even went to portray the role of the BMC Marshalls that help keep Mumbai city clean by inviting them to a press conference and giving them a chance to meet with their movies stars.

Akshay Kumar with BMC Marshalls Selfie for PromotionThey constantly used Akshay Kumar’s star power to promote the movie. This tweet had a promo video short of his film. This tweet was retweeted by the film handle garnered 6.2k likes and 909 retweets.

They had managed to create such a buzz that the movie’s release date was trending on Twitter. Toilet In 14 Days.


They used other minor celebrities to share their love stories on their Twitter timelines and retweeted those stories to create more of hype in the market about the film. Such was the hype that the movie was creating a trend on Twitter every day up to its release in cinemas.

The cast of the film even traveled around the country to spread the message of the clean India campaign and help with toilet building initiatives in small towns with the hashtag #ToiletKaJugaad trending on Twitter nationally. This also was a popular song from the film.

A lot of creative ideas were used to promote the movie on twitter. Overall it created a lot of following for the film.




Facebook is another popular platform that movies are using to promote themselves. A separate fan page is created for the movies which act as a method of sharing the news with the audience as well as providing the audiences with the latest updates on the films. Constant keeping them in touch with whatever is happening with the film. Facebook is also a great platform to know how the movie fared with its audience. It has a review system which allows users to provide their honest feedback about the film.


The social media team of TEPK have been very clever in using Important Days such as Independence Day to spread awareness not just about the holiday but about the movie as well. They found a great way to integrate the film with the idea of sanitation and hygiene in India.

Independence-Day-Social-MediaIt also helped their cause greatly when international celebrities like Matt Damon and Bill Gates were talking about the film even months after its release. Hollywood-Praise-TEPK-Akshay-KumarThe movie helped create a lot of awareness about the issue that was plaguing women in villages. Akshay Kumar also traveled to villages in UP and MP to talk to the citizens about the need for proper sanitation facilities in the home. Akshay Kumar is also working on another movie called Padman which is another film that highlights another important social stigma issues. We hope the Digital Marketing Initiatives for that movie is as good as the one for TEPK. If you would like to learn how to use Digital Marketing to promote your service or business you can do so at Digital Skills. Digital Skills has the best Digital Marketing Courses in Pune. You will be fully trained in all aspects of Digital Marketing from Social Media Marketing, Search Engine Optimization as well as Search Engine Marketing and more. Register for a free demo session today.

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