For millions of Indian families, the Matrimonial is the most relied method of finding the right bride or groom. Each ad is paid for by the word and highlights the entire social-status of a family in the least words possible. The most frequent highlights being 'Educational Qualification', 'Monthly Income' and 'Caste' of the marriage prospect.

To make clean toilets a new status symbol and ensure a safe and dignified future for India’s women, we decided to use the matrimonial.

We launched our campaign in the matrimonial section of Dainik Jagran with a simple promotional offer.

We asked families seeking a groom to add just five more words (Home Must Have Clean Toilet) to their matrimonial ad. In return, we offered to pay for the entire thing. No strings attached.

Our initiative lasted for two weekends, with 30% of people taking up on our offer and adding the five words (Home Must Have Clean Toilet) in their matrimonial.

Our initiative had reached 13 million readers across 4 Indian states through 29 different editions, making clean toilets India's new status symbol.

However, the true result was after our activity had ended. The five words had now become a part of the match-making lingo and continue to appear in matrimonials all across India.