PVR Cinemas &Vaicom18 launch an initiative to improve sanitation conditions
It is a rare sight to see films that fuse entertainment with education. On the occasion of Akshay Kumar’s forthcoming release ‘Toilet: Ek Prem Katha’, PVR Cinemas, India’s largest film exhibitor enters into an exclusive partnership with the movie to support public education campaign on sanitation.
With this association, PVR will be opening up its toilets 24 hours at three standalone properties in Mumbai, Delhi and Bengaluru. PVR Cinemas and Vaicom18 launch this initiative to support Honorable Prime Minister Narendra Modi’s campaign to improve sanitation conditions across India- ‘Open Defecation Free India movement’. Under this initiative, the visitors can use the toilet facilities by getting a Toilet Pass at three of the multiplexes namely: PVR ECX- Mumbai, PVR Priya- Delhi & PVR Market City- Bangalore.
The Mumbaikar’s saw the star studded presence of movies’ leading actors, Akshay Kumar and Bhumi Pednekar at PVR Juhu. The actors unveiled the logo to support the ‘Open Toilet’ initiative in association with PVR and promote their upcoming movie ‘Toilet: Ek Prem Katha’.
Mr. Gautam Dutta, CEO, PVR Ltd, said, “This is a huge initiative for PVR and we are extremely happy to collaborate with the movie ‘Toilet – Ek Prem Katha’ to support this cause. We believe that Open Defecation is a public health hazard, and therefore this campaign would help us enable the citizens to take a definitive step towards better health and hygiene. A simple act of using a public toilet would ensure better hygiene for our fellow citizens. It’s our collective action that will result in Swachh Bharat.”
He further added, “I also take this opportunity to thank the crew of the movie for coming up with an exceptional plot as a tribute to India’s Swachh Bharat Abhiyan and wish the movie a huge success.”
Speaking on the occasion, Actor Akshay Kumar said, “I thank PVR for this outstanding initiative of opening PVR’s toilet doors for the public. It is in perfect sync to support the movie-, which is a take on open-air defecation in India and the fundamental need to provide households across the nation with a functioning toilet”.
PVR Ltd. is an early adopter of CSR initiatives and established their social arm, PVR Nest in 2006, where they work on various innovative initiatives for the social development of the country.