The campaign was launched three days prior to World Toilet day in Mumbai, Bengaluru, Chennai and Hyderabad. Awareness was created about diseases caused by uncleanliness on-air. The campaign was supported by an on-ground activity undertaken on November 19 by a sanitization squad that was assigned at Sulabh Sauchalaya - outside Churchgate station in Mumbai. This squad moved around the city in a Domex branded van spreading the message.
B. Surendar, Senior VP and National Sales Head, Red FM said "We at Red FM are proud to be associated with Domex for this meaningful on-air and on-ground initiative to create awareness about the diseases that spread through unclean toilets. For a station which believes in bajaoing issues which concern or affect people at large, being part of a cleanliness drive on World Toilet day is obviously important."
This was arranged to keep with the radios station's image of activism and involvement with issues that pertain to the audience. While trying to maintaining its hip, quirky attitude, the partnership with Domex was strategic to lending credibility to the radio station's stance on a pertinent issue.