Twinkle Khanna initiated something called a Padman challenge a couple of days before the release of the film so that she can promote the film and also break the taboo about sanitary pad in the country which is basically the job of a film. Twinkle Khanna nominated none other than Aamir Khan to click a picture with a sanitary pad in his hand and say that it is normal to do so. Aamir Khan further nominated Shahrukh Khan, Salman Khan and Amitabh Bachchan who have not completed the challenge yet though some other people have.
Alia Bhatt posted a picture of herself holding a sanitary pad in her hand while hanging upside down in some sort of exercise format inside of the gym. Arjun Kapoor took up the challenge as he was nominated by Sonam Kapoor to do so and he posted a picture of him with the pad in hand. Ayushman Khurana has also picked up on the trend and completed the challenge. Akshay Kumar who has done the entire film on this topic did the challenge for some reason and some other people include Sophie Chaudhary.
Padman Challenge is one of the trends one uses on social media to promote a cause or a film in this case. The trend was popularized by Ice Bucket Challenge that took place amongst the Hollywood community and many big stars did the challenge. Padman Challenge has picked up quite firmly in Hindi film industry and it is a tricky case for people because if they do not complete the challenge they will end up looking like stereotypical thinking which is certainly not good for their social media image. Challenge is being increased rapidly and more celebrities will take it till the film releases on 9 February as it is basically a genius and unique way of promoting the film based on it’s content.