AKSHAY HITS THE RIGHT NOTE>>
Director R Balki’s film, Pad Man, which releases today, is based on the life of Arunachalam Muruganantham, who started a revolution of sorts when he found a way to make low-cost sanitary napkins for rural women. The film focusses on highlighting the need for menstrual hygiene, stars Akshay Kumar as the protagonist, and Sonam Kapoor and Radhika Apte in supporting roles. Even before the release of the film, the makers managed to create a buzz, thanks to their unique promotional strategy.
The Pad Man Challenge — originally started by Muruganantham — was carried forward by Akshay, who urged his peers in Bollywood to break the taboo around menstruation and pose with a sanitary pad. It took social media by storm when almost everyone from the film industry joined the campaign.
“Being a commercial [film] hero, what Akshay has done to promote this film is unique. Not only has he managed to break the taboo around menstrual hygiene, but 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,” says a source.
The first screening of the film was organised for Gujarat chief minister Vijay Rupani, minister of state Vibhavari Dave, and a bunch of school children. Akshay also held a screening for Smriti Irani, minister of information and broadcasting, in Delhi. The screening was attended by his wife and producer Twinkle Khanna, Radhika, and Muruganantham.
HTC
Being a commercial [film] hero, what Akshay has done to promote this film is unique. The makers reached out to colleges and NGOs SOURCE