#PadManChallenge: Varun, Anushka, Aamir, Alia pose with sanitary pads

Are *you* ready for the PadManChallenge?

Akshay Kumar knows only too well how to promote his movies.

During the run-up to Rustom, we saw the industry folks do a countdown to the release date.

For Akshay's new film, PadMan, the industry has shown him support again.

And so, the #PadManChallenge has been gaining momentum on social media.

Here, we see celebrities holding up a sanitary pad and telling people that it is nothing to be ashamed about.

Their post with their picture is, 'Yes, that's a pad in my hand and there's nothing to be ashamed about. It's natural! Period.'

From Aamir Khan to Anil Kapoor, Shabana Azmi, Arjun Kapoor, Alia Bhatt, Madhuri Dixit-Nene and many more have shared their pictures posing with sanitary pads.

'Here it is- A pad... Even princesses use it!' declares Aditi Rao Hydari.

Sui Dhaaga co-stars Varun Dhawan and Anushka Sharma's photograph with the pad.

'@varundvn & I just hanging out, holding a pad, no big deal, just another regular day,' Anushka posts.

It's Aamir Khan's turn.

Alia Bhatt: 'Just hanging around in the gym.. with a pad :) no biggie!'

Co-producer Twinkle Khanna takes up the challenge.

Akshay Kumar does his bit.

Deepika Padukone does a boomerang video.

Sonam Kapoor, who has a pivotal part in the film.

Arjun Kapoor, Sonam's cousin, shows support.

Fanne Khan co-stars Anil Kapoor and Rajkummar Rao play out a small script, where the letter visits Anil, the chemist.

'Yes, that's my cat #Kulfi and me and a Pad in my hand.. u know Life as usual! There is nothing to be ashamed. It's natural! Period,' notes Swara Bhaskar.

Radhika Apte, who plays Akshay's wife in the film.

Madhuri Dixit-Nene did a boomerang too.

Shabana Azmi.

Ayushmann Khurrana.

Dia Mirza.

Huma Qureshi.

Sanya Malhotra.

'Hanging out in the gym with my girls & some pads..No big deal. Period,' says Sophie Choudry, sharing a picture with Yasmin Karachiwala and Poorna Patel.