The social media campaign: A case study of film #Padman

The Social media has swiftly and widely spread feminism ideologies. #Hashtags and online campaigns have given women around the world a voice. Social media is trying to shed light on women's issues generally not covered by mainstream media. This paper aims to highlight the role played by social media campaigns, particularly #Padman Challenge for creating awareness and discussions on the taboo topics like menstruation and menstrual hygiene, Infor country where there are ample evidences of menstruating girls and women being isolated and considered ‘impure’. The team of Film Padman, a movie which was a true story based on the life of Arunachalam Muruganantham, the inventor of a low cost sanitary pad making machine, with star cast of Akshay Kumar Radhika Apte, Sonam Kapoor leveraged the use of social media to create visibility to the movie and the social cause it stood for. Padman collected whopping Rs. 78.25 crores after it's release and received a lot of encouraging reviews.