Social Samosa takes a detailed look at Pad Man’s movie marketing strategy and how social media has helped the film to create noise.
Akshay Kumar is back with yet another social drama- PadMan which hit the screens today. Directed by R Balki, the film is inspired by the life of Arunachalam Muruganantham, who revolutionized the concept of menstrual hygiene in rural India by creating the low-cost sanitary napkins machine.
Social Samosa takes a detailed look at PadMan’s marketing strategy and how social media has helped the film to create noise.
Pad Man took up the cut and tried ALS ice buck challenge format, nominated celebrities to pose with sanitary napkins who would further nominate 3 other people. Big names including Aamir khan, Anushka Sharma, Jacky Shroff, Alia Bhatt, Mahesh Bhatt, Anil Kapoor and others, have participated in the #PadmanChallenge.
Thank you @mrsfunnybones
Yes, that’s a Pad in my hand & there's nothing to be ashamed about. It's natural! Period. #PadManChallenge. Copy, Paste this & Challenge your friends to take a photo with a Pad. Here I am Challenging @SrBachchan , @iamsrk & @BeingSalmanKhan pic.twitter.com/lY7DEevDmD
— Aamir Khan (@aamir_khan) February 2, 2018
. @Varun_dvn & I just hanging out, holding a pad, no big deal, just another regular day ? ?February 5, 2018
— Rajkummar Rao (@RajkummarRao) February 4, 2018
Just hanging around in the gym.. with a pad :) no biggie! Thank you @akshaykumar for the challenge.. I shall challenge my fellow gym-ers @YasminBodyImage @Sophie_Choudry & @impoornapatel #PadManChallenge pic.twitter.com/xHLaSwt39Q
— Alia Bhatt (@aliaa08) February 2, 2018
Challenge accepted @arjunk26 and @HouseofMasaba !! Yes that’s a pad in my hand and there is nothing to be ashamed about!!! Its natural. Period. ALL THE BEST YOU GUYS #PADMAN !! @sonamakapoor @akshaykumar @mrsfunnybones pic.twitter.com/w5HYfOWquX
— Parineeti Chopra (@ParineetiChopra) February 8, 2018
Yes, that’s a Pad in our hands & there's nothing to be ashamed about. It's natural! Period.
— The Global Goals (@TheGlobalGoals) February 7, 2018
Sportsmen staying true to their spirit have also taken up the challenge; people like Ravi Shastri, PV Sindhu and Geeta Phogat posed with sanitary napkins.
Yes, it’s a Pad in my hand. Happy to support rockstar @akshaykumar for breaking the taboo and initiating an open conversation. AK, am sure no ball is going to hit PAD (MAN). #PadManChallenge Here I challenge @imVkohli @SinghaniaGautam @Leander pic.twitter.com/FXdK3py7gW
— Ravi Shastri (@RaviShastriOfc) February 6, 2018
Media heads like Punit Goenka and Raj Nayak have also taken forward the challenge.
Copy, Paste this & Challenge your friends to take a photo with a Pad!
— Punit Goenka (@punitgoenka) February 5, 2018
Challenge accepted for a good cause. @punitgoenka
"Let’s end this drama! Pad is not trauma!"
"जब अपने इलेक्ट्रॉनिक टैब्लेट को शान से पैड बुलाते हैं, तो इस ज़रूरी पैड से क्यूँ शर्माते हैं?"#PadmanChallange
— Raj Nayak (@rajcheerfull) February 7, 2018
While, this challenge has found support from all quarters, stand up comedians, Mallika Dua and Supriya Doshi criticized the marketing gimmick.
Supriya Joshi is of the opinion that the cast and crew of the film has been wasting sanitary napkins for a marketing gimmick. Mallika Dua too followed her suit and put up an Instagram story on similar lines.
Collaboration with content-platforms
The movie has tied up with online content platforms to deliver different stories revolving around periods. The objective of all the stories has been to initiate more conversation around the movie through burning societal issues faced by women.
Culture Machine’s digital channel ‘Blush’ along with ITC’s Vivel collaborated with the cast of Pad Man to create a video titled ‘#AbSamjhautaNahin – The Shopping List’. An eye opening, spoken word piece, listing alternatives to sanitary pads that women in most parts of the country resort to during periods.
The video concludes with the lead actors requesting viewers to donate a minimum of Rs. 400 to The Vatsalya Foundation in order to facilitate a year-round availability of sanitary pads to women in various parts of the country.
Miss Malini and the team of PAD MAN got together to make their video ‘If your Period was a person’. The video has till now garnered 1.1. million views on YouTube.
In this collaboration with Bollywood Life, Akshay Kumar breaks the ‘period’ mindset that most of the mothers have when their daughters are chumming.
Being Indian in association with Padman did a social experiment to find the awkwardness which men experience and the shame associated when they see a pad.
PeepingMoon.com presented #BleedingRani – a poem on menstruation in India, featuring Pad Man Akshay Kumar and YouTube star Aranya Johar.
Other promotional activities
Some of the other promotional activities also include the PADMAN team holding an auction of the cycle used by Akshay Kumar in the film, the amount to be given away to Laadli, an NGO that works towards the betterment of menstruation hygiene among several women. A panel discussion on the topic- ‘Say no to Stigma and Taboos: Period’ was also held.
Bid for this #Padman cycle featured in my movie on https://t.co/tVlULPZIYY and the proceedings go for supporting women empowerment to "Laadli – a girl child campaign by Population First"@PadManTheFilm @SonyPicsIndia @kriarj pic.twitter.com/dI9hVsTiGY
— Akshay Kumar (@akshaykumar) January 20, 2018
It has also released comic books titled PADMAN meets Supandi, which is available at stores across the country.
Get your hands on the limited edition Supandi meets #PadMan comics now and our limited edition Superhero, in cinemas tomorrow.@akshaykumar @sonamakapoor @radhika_apte @mrsfunnybones @SonyPicsIndia @kriarj #RBalki pic.twitter.com/IUJTkS3vze
— Pad Man (@PadManTheFilm) February 8, 2018
From promoting the film at the Auto Expo to performing stunts at the Max Bupa’s #WalkForHealth marathon and also taking the auto ride of Mumbai’s first female driver, Akshay kumar has not left any stone unturned.
— Akshay Kumar (@akshaykumar) February 7, 2018
Happy to see a swell crowd while flagging off @MaxBupa's #WalkForHealth. Keep walking Mumbai…not just today, everyday!
@PadManTheFilm @sonamakapoor @radhika_apte @mrsfunnybones @SonyPicsIndia @kriarj #RBalki #9Feb2018 pic.twitter.com/XOFO7631QL
— Akshay Kumar (@akshaykumar) February 4, 2018
— Akshay Kumar (@akshaykumar) February 4, 2018
— Akshay Kumar (@akshaykumar) January 17, 2018
Since the cause of the film is closely associated to what the Government works towards, Pad Man is also being endorsed by the different Government bodies in India.
Ministry of Women and Child Development to hold a special screening of the film ‘Pad Man’ for stakeholders to sensitise the larger society towards menstrual hygiene. #SafePeriods pic.twitter.com/3aTuqV5P8T
— Ministry of WCD (@MinistryWCD) February 7, 2018
Let's talk about #MenstrualHygiene!
— United Nations India (@UNinIndia) February 6, 2018
पश्चिम रेल्वेचा उपक्रम! महिला कर्मचाऱ्यांसाठी सॅनिटरी नॅपकिन यंत्रणा बसविण्यात आली आहे। मुंबईसह पश्चिम रेल्वेच्या ६ विभागीय कार्यालयांमध्ये ही सुविधा सुरू करण्यात आली आहे। pic.twitter.com/ePcKQgFd8L
— Western Railway (@WesternRly) January 29, 2018
Positive noise around the film
Other than taking part in the Pad Man Challenge, celebrities have also appreciated the movie and the whole idea behind it.
Saw #padman last night and what an amazingly entertaining yet so educative film! Congratulations @mrsfunnybones @kriarj on venturing into relevant issues. @akshaykumar is brilliant in the film and so is @radhika_apte & @sonamakapoor , R.Balki is a genius ??
— Aftab Shivdasani (@AftabShivdasani) February 8, 2018
Watched #Padman last night and LOVED it! I strongly urge all of you to watch it. Kudos to the whole @PadManTheFilm team for taking a step towards changing mindsets and breaking taboos. It’s about time!@akshaykumar @sonamakapoor @radhika_apte @mrsfunnybones @SonyPicsIndia #RBalki
— Diana Penty (@DianaPenty) February 8, 2018
Not just a movie but a movement! @mrsfunnybones @akshaykumar Congratulations to both of you for making such an effective use of the medium! The very best to the entire team of @PadManTheFilm @kriarj #RBalki @radhika_apte pic.twitter.com/fUYyRFs0PB
— Suniel Shetty (@SunielVShetty) February 8, 2018
— Ayushmann Khurrana (@ayushmannk) February 8, 2018
It will be really interesting to see, if all these marketing efforts taken by the team, can translate to good Box Office numbers.