Are you seeing a lot of black and white pictures on your social media feeds?
As part of the latest SM campaign, celebrities are tagging each other to post a black and white picture with the message 'challenge accepted' to promote positivity and lift each other up.
Not just actors, models and fashion designers have also joined the cause.
IMAGE: 'To all my beautiful women' Candice Pinto says sharing this gorgeous picture of hers in Indian attire as part of the #blackandwhitechallenge. Photograph: Kind courtesy Candice Pinto/Instagram
iMAGE: 'Empowered women, empowering women,' Lauren Layne captions this picture of her posing in a cutout monokini. Photograph: Kind courtesy Lauren Layne/Instagram
IMAGE: Pallavi Singh thanks all the beautiful and incredible women in her life who helped her become a better person.
'Thank you everyone for challenging me for this it was great to tell you all THANK YOU,' says Pallavi. Photograph: Kind courtesy Pallavi Singh/Instagram
IMAGE: 'Thanks to all the women who saw #strength in me, says Sucheta Sharma. 'The feelings are mutual. Photograph: Kind courtesy Sucheta Sharma/Instagram
IMAGE: Deepti Gujral looks splendid in a sari with zero accessories. Photograph: Kind courtesy Vijay Jain/Instagram
IMAGE: Without mincing words, Reha Sukheja shares a powerful message: 'Sure you can b***h her out....but here's a crazy idea..what if you showed her kindness, love and support and built her up instead .....what if?' Photograph: Kind courtesy Reha Sukheja/Instagram
IMAGE: Doesn't Kavita Khairyat look like a diva in this striking picture from one of her photoshoots? Photograph: Kind courtesy Kavita Khairyat/Instagram
IMAGE: 'Here's to strong women....May we know them. May we Be them,' says Masaba Gupta. 'May we raise them.' Photograph: Kind courtesy Masaba Gupta/Instagram
IMAGE: 'When women support each other, incredible things happen,' designer Falguni says about the challenge. Photograph: Kind courtesy Falguni Peacock/Instagram