PadMan Challenge

General Case Studies

PadMan Challenge


March. 14, 18


PadMan Challenge: The creative marketing, promotion plan for Akshay Kumar’s PadMan film has gone viral on social media and most

Case Study – PadMan Challenge: PadMan Movie – The Marketing Strategies Decoded

We all know that a Bollywood has a very significant influence on our society. We all are affected in some way or the other by the films that are being created in Bollywood. Actors go up to any extent to promote their movies. When we talk about incorporating offline or online marketing strategies like a pro then Akshay Kumar is one big name.

Bollywood has given us so many movies that bring social attention on various subjects that should be highlighted and has been raising awareness about them. Once such flick is R Balki’s “PadMan” starring Akshay Kumar, Radhika Apte and Sonam Kapoor.

PadMan Challenge - PadMan Film Promotion

The film “PadMan” is based on the life of Arunachalam Muruganantham, who brought awareness about the menstrual hygiene and reformed rural India by making low-cost sanitary napkins. He created a machine that would make low-cost sanitary napkins after knowing that his wife doesn’t have enough money to get one.

We took a deep dig into marketing strategies used by the team for PadMan promotion which helped them to create so much buzz about it.

  1. PadMan Challenge

The Khiladi Kumar choose a very eccentric way of promoting his recently released PadMan movie by throwing up a PadMan challenge. The challenge was all over the social media where celebrities were seen posting pictures of holding a sanitary napkin on the social media and further nominating their friends to take the challenge. The challenge was trending with the hashtag #PadManchallenge all over the social media.

Biggies including Aamir Khan, Deepika Padukone, Anushka Sharma, Anil Kapoor, Parineeti Chopra, Arjun Kapoor and many more have participated in the PadMan Challenge.

PadMan Challenge by Bollywood Celebrities

However, the challenge was successful in bringing much-needed attention to the movie before the release.

  1. Tied Up With Several Platforms – PadMan

Akshay Kumar and the whole marketing team of PadMan left no stone unturned when it came to marketing and promoting the movie. Not only social media was flooded with #PadManchallenge but they collaborated with other online platforms that are content driven and instigated an open conversation about menstrual cycle which is still considered a taboo in India through various videos.

Government’s Endorsement

Since PadMan is concerned with societal issues it is been heavily promoted by various government organizations. Some of the events have been spotted which have been listed by us:

PadMan - Government’s Endorsement

PadMan - Government’s Endorsement1

PadMan - Government’s Endorsement2










PadMan team has partnered with ‘Blush’ along with ITC’s Vivel created a video #AbSamjhautaNahin–The Shopping List. Starring Akshay Kumar and Sonam Kapoor, the video shows the common alternative a woman switches to during periods.


With such a powerful message the video has also requested people to contribute a minimum of Rs. 400 to The Vatsalya Foundation that will provide sanitary pads to women for one year in various parts of the country.

Miss Malini

The video is a joint effort by PadMan team and Miss Malini which is titled as ‘If your Period was a person’. The video has been quite famous and has got more than 1.1. Million views on YouTube.


Bollywood Life

Akshay Kumar in collaboration with Bollywood life has come up with a video that sheds some light on the thoughts that a mother has in her mind when her daughter is on her periods.


Being Indian

The video by Being India and PadMan team depicts the discomfort and ineptness men faces towards periods and the reaction when they see a pad.


Peeping Moon

YouTube star Aranya Johar and Akshay Kumar have come up together on a stage with a poem on menstruation titled as #BleedingRani on PeepingMoon.com.

Other Promotional Activities – PadMan Movie

From the auction of the cycle to introducing a comic book for kids, PadMan team has managed to create a sufficient buzz around the film. Some of them have been shown below for you:

PadMan - Movie Promotional Activities

PadMan Film Promotional Activities

Akshay Kumar promoting the film at the Auto Expo:

PadMan - Akshay Kumar

Akshay Kumar even performed some stunts at the Max Bupa’s #WalkForHealth marathon and even took an auto ride of Mumbai’s first female driver, Akshay Kumar has done it all to promote the film.

It’s been 10 days since PadMan release and with all the buzz the movie has managed to collect a total of approximately Rs 67 crore. However, the makers still believe that the movie will manage to gross some more amount. The movie is still running in theatres and you can go and watch it.

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