Arjun Kapoor broke the mold after he played a housemaker in his film Ki and Kaa where he was paired opposite Kareena Kapoor Khan. On the second anniversary of the film, Arjun has started a digital campaign, Bend the Gender, wherein he will be celebrating the inspiring stories of people who have put their partner/family above anything else.
An incredible Digital campaign
A source close to the development revealed, “As we all know, in Ki & Ka Arjun played a character who chose to be a home-maker and support his wife and her ambitions. The film challenged the prevalent gender roles among men and women in Indian society. The film was a roaring hit and also won him a lot of critical acclaim. On the second anniversary of his hit film, Arjun has come up with an incredible Digital campaign that celebrates his fans and people who are a rock to their wife and family and have dedicated their lives to celebrate and support the dreams and ambitions of their partners/families.”
It's 2 years of Ki & Ka tomorrow and I want to celebrate it with you all in a special way. A shout out to all those men who have made a positive change for women in society.. Let’s be disruptive on this occasion! #BendTheGender pic.twitter.com/zJboTepU9z
— arjunk26 (@arjunk26) March 31, 2018
The campaign is quirkily called Bend The Gender Awards and will be an annual campaign starting this year
The film gave out a strong message about men being supportive towards women thus allowing them to be independent and make their own choices. Arjun will ask people to nominate/tell the inspiring stories of people who have chosen to be a huge support system for their partners/family. The most inspiring people will get a chance to meet with Arjun where he would gratify them with an award. It will be huge media event.
https://twitter.com/arjunk26/status/979697504953479170
Arjun to be the only young star to have a digital IP to his credit which is simply outstanding
Confirming the news, Arjun said, “Ki & Ka is an incredibly special film for me. The message of the film has stayed with me and I have always wanted to do something to celebrate people who are pillars of strength for their partners/families. Through this campaign, I will get to meet so many inspiring people from every corner of the country. It will be an annual property, starting this year, timed with the anniversary of Ki & Ka – a film that is extremely close to my heart.”
Well, this indeed is an innovative way to celebrate a film’s success.
