AKSHAY HITS THE RIGHT NOTE
RBalki’s next directorial, Pad Man, is all set to hit the theatres today. The film is about a man focused on betterment of women’s menstrual hygiene. It has Akshay Kumar playing the protagonist, and also features Sonam Kapoor and Radhika Apte. Even before the release of the film, the makers have managed to create a buzz, thanks to their unique promotional strategy.
The Pad Man Challenge in which Akshay urged his peers to break the taboo about menstruation and pose with a sanitary pad, took social media by storm. Almost everyone in the industry joined in this campaign and lent their support. “Being a commercial hero, what Akshay has done to promote this film is unique. Not only has he managed to break the taboo around menstrual hygiene, he has also reached out to a larger audience. The makers decided that they wouldn’t promote the film in malls. Instead, they reached out to colleges, NGOs and institutes that make a difference,” a source says.
What’s more is that the first-ever screening of the film was organised for chief minister of Gujarat, Vijay Rupani, minister of state, Vibhavari Dave, and a bunch of school children. Akshay also arranged for a screening for minister of information and broadcasting, Smriti Irani, in Delhi. The screening was also attended by his wife and producer Twinkle Khanna, Radhika and real life Pad Man, Arunachalam Muruganantham.