Are *you* ready for the PadManChallenge?
Akshay Kumar knows only too well how to promote his movies.
During the run-up to Rustom, we saw the industry folks do a countdown to the release date.
For Akshay's new film, PadMan, the industry has shown him support again.
And so, the #PadManChallenge has been gaining momentum on social media.
Here, we see celebrities holding up a sanitary pad and telling people that it is nothing to be ashamed about.
Their post with their picture is, 'Yes, that's a pad in my hand and there's nothing to be ashamed about. It's natural! Period.'
From Aamir Khan to Anil Kapoor, Shabana Azmi, Arjun Kapoor, Alia Bhatt, Madhuri Dixit-Nene and many more have shared their pictures posing with sanitary pads.
'Here it is- A pad... Even princesses use it!' declares Aditi Rao Hydari.
Sui Dhaaga co-stars Varun Dhawan and Anushka Sharma's photograph with the pad.
'@varundvn & I just hanging out, holding a pad, no big deal, just another regular day,' Anushka posts.
It's Aamir Khan's turn.
Alia Bhatt: 'Just hanging around in the gym.. with a pad :) no biggie!'
Co-producer Twinkle Khanna takes up the challenge.
Akshay Kumar does his bit.
Deepika Padukone does a boomerang video.
Sonam Kapoor, who has a pivotal part in the film.
Arjun Kapoor, Sonam's cousin, shows support.
Fanne Khan co-stars Anil Kapoor and Rajkummar Rao play out a small script, where the letter visits Anil, the chemist.
'Yes, that's my cat #Kulfi and me and a Pad in my hand.. u know Life as usual! There is nothing to be ashamed. It's natural! Period,' notes Swara Bhaskar.
Radhika Apte, who plays Akshay's wife in the film.
Madhuri Dixit-Nene did a boomerang too.
'Hanging out in the gym with my girls & some pads..No big deal. Period,' says Sophie Choudry, sharing a picture with Yasmin Karachiwala and Poorna Patel.
Masaba Gupta Mantena, all dressed up and ready to go with a pad in her hand.
Businessman Harsh Goenka takes part of the challenge.
Make-up artist Mallika Bhat.
Now, meet the man on whom the movie is based, Arunachalam Muruganantham.
Photographs: Kind courtesy Sonam Kapoor/Instagram