Twinkle Khanna started the Padman challenge on social media where Hindi film stars stand with a sanitary napkin in their hand and click a picture nominating further people to do the same. Raj Rao and Anil Kapoor took the challenge onto a whole different level where they made a 50 second short film on the same. Anil Kapoor played a chemist in the scene while Raj Rao a customer who came to buy the sanitary pad in the shop in order to break the taboo that men can’t buy it for the ladies.
The message that it is completely normal for a man or a woman to use the sanitary napkin for biological purposes is the crux of the film. Padman challenge started with Aamir Khan who further nominated Shahrukh, Salman and Amitabh Bachchan to click the picture with a pad in hand though none of them have as of yet. Arjun Kapoor accepted the challenge and clicked the picture while many other celebrities like Alia Bhatt, Ayushman Khurana and Sophie Chaudhary have participated in it. Padman challenge is very much on and will be till the time film releases.
It is a genius strategy to promote the cause and film in this way because it goes with the content of the film instead of doing the same run of the mill reality show promotion which is over used now. Akshay is able to get most of the industry to promote his film and get constant media coverage in the name of those celebrities. Anil Kapoor made this effort for the challenge because Sonam Kapoor plays a vital role in the film and Raj Rao is hooting with both father and daughter in a film called Ek Ladki Ko Dekha Toh Aisa Laga in Punjab hence he actually did a video short for Padman. Film will release on 9 February.
— Rajkummar Rao (@RajkummarRao) February 4, 2018