Advertisement filmmaker Tarek Mahmud Shumon has directed an advertisement film as part of Domex and Bhumijo’s collaborative CSR campaign marking World Toilet Day.
Titled “Public-er Toilet Hok Bondho”, the campaign addresses the rampant issue of public urination on roads, which has long plagued urban areas in Bangladesh
The campaign, conceived by marketing agency FCB Bitopi, is brought to life by Tarek’s production company, Centreback Productions.
Reflecting on his experience, Tarek said, “From scouting locations to shooting, everywhere I looked, the problem was undeniable—public urination is killing the aesthetics and hygiene of our urban spaces.”
Recounting an incident during the shoot, he said, “A graffiti set had been constructed to depict public urination as part of the storyline. However, during the filming, an outsider mistook the set for a real spot and began urinating there, completely oblivious to the ongoing shoot.”
“It was absurd but symbolic of how normalised this behaviour has become in our city,” Tarek remarked.
The advert features visuals and narrative that highlights the consequences of such behaviour and advocates for the use of clean, accessible public toilets.
The slogan, “Public-er Toilet Hok Bondho”, serves as a call to action for citizens to take responsibility for improving urban hygiene.
Tarek, a Dhaka-based filmmaker known for his socially impactful projects, emphasised the importance of storytelling in addressing critical issues. “This project was not just a campaign but an eye-opener for me as a filmmaker. It’s about creating change, one story at a time,” he said.
The campaign has already started making waves on digital platforms, sparking conversations about public hygiene and the collective role citizens play in shaping cleaner cities.
Under Tarek’s direction and with the creative vision of FCB Bitopi, the Domex x Bhumijo initiative marks a significant step toward transforming public behaviour and fostering urban responsibility.
For Tarek, the campaign is another testament to his “commitment to blending creativity with purpose, using film as a medium to drive meaningful change in society”.
