India unites to #FlushIt with Parryware

by Shrutee K/DNS

New Delhi, 7 June 2017: Parryware, India’s leading manufacturer of bathroom products recently launched #FlushIt, a digital campaign aimed at emphasising the importance of sustainable development among the Indian population. The campaign kickstarted with short hard-hitting videos featuring children as protagonists who demand the society to take cognizance of 3 alarming issueswater conservation, open defecation and pollution’ and take actions to curb these.

The campaign was built on major insights & findings such as:
14,351 litres of water gets wasted every 10 seconds
Every 10 seconds, 5.5 tonnes of human waste gets dumped in open
Every 23 seconds, one life is lost due to air pollution in the country

These numbers highlight the gravity of the situation and call for an immediate action to put an end to these menaces. Delivering on the promise of sustainable development, Parryware chose Facebook, the most interactive and viral medium to spread the message among the Indian audience. The campaign garnered a favourable response with more than 2 million engagements and 9.5 million impressions on Facebook across a period of 3 weeks.

Commenting on the initiative, Mr. KE Ranganathan, MD, Roca Bathroom Products Pvt Ltd. said, “We at Parryware are committed to driving a shift in the behavior and action of the Indian masses for achieving a sustainable future.  #FlushIt is another step in that direction where we make use of Facebook, to amplify our campaign against water wastage, open defecation and air pollution. We decided to go with kids as the protagonists for the campaign as it is they who are the future and we need to act today to provide them with a cleaner and greener tomorrow.”
Parryware has also embraced these values in its products/processes and has taken initiatives to curb these issues through water efficient products, zero emission factories and commitment to provide a toilet for all.

About Parryware: Parryware, India’s leading manufacturer of bathroom products, is the flagship brand in the portfolio of Roca India.  Roca Group is a 2 billion euros Spanish giant, and is a world leader in bathroom space. The expertise and revolutionary R&D technology of Roca and the customer trust of Parryware proved to be a potent force to strengthen market share in India. Originated from EID Parry, Parryware has a strong legacy of more than 60 years and is among the pioneering brands in India.

 Parryware has introduced game-changing bathroom solutions and progressive technology in India. The brand has refreshed itself with ‘Always in fashion' positioning to further reiterate its commitment to offering contemporary and unique designs including colors, trendy shapes, advanced technology that matches the imagination and lifestyle of the young, discerning Indian customer. Parryware introduced for the first time in India a complete bathroom customer care support during mid 1990s and has since built a strong service network across 30 cities in India.  Parryware products are manufactured in 8 factories across India and is present through a strong distribution network of 7800+ dealers and retailers in the Indian market. For more information-


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