As part of the action leading to the release of Toilet: Ek Prem Katha, Akshay Kumar recently unveiled a campaign titled '24 toilets over 24 hours' on Instagram on August 7, in partnership with CAYA.

The initiative, which set up 24 public toilets over the span of a day, was reflective of the ethos of the film, which addresses the issue of open defecation in India. These toilets will help bring sanitation across smaller villages in Jaipur, Kota (Rajasthan), Delhi, Mohali (Punjab), Rewri, Karnal, Panipat, Yamuna Nagar, Narnaul (Haryana), and Gurgaon.

Akshay says, "Toilets can be a taboo subject, but it's such an important part of everyday life that many of us take for granted. This campaign is a small but hopefully impactful contribution from our team towards giving the people in these cities a much needed resource, and making sanitation a part of their conversations in a positive manner. We hope that through the movie, and this campaign, we can bring more awareness to such an important issue."

Commenting on the association, Rudraup Datta, marketing head, Viacom18 Motion Pictures, says, "Cinema is an agent of social change and we have a complete family entertainer that highlights a big issue faced by our country: open defecation. Thanks to Akshay, we have been able to implement this campaign."

To check the actor's journey as part of the 24 Toilets/24 Hours campaign, you can follow Akshay's Instagram stories on @akshaykumar, #24Hours24Toilets.

Produced by Viacom18 Motion Pictures, Toilet: Ek Prem Katha is co-produced by KriArj Entertainment, Cape of Good Films, Friday Film Works, Plan C Studios and Abundantia Entertainment. It releases on August 11.