On the anniversary of his film Ki & Ka, Arjun Kapoor is kick-starting a unique Digital campaign. The initiative #BendTheGender will celebrate the inspiring stories of people who have put their partner/family above their careers reports DNA.

In the film Ki & Ka, where Kareena Kapoor Khan, Arjun Kapoor collaborated for the first time, Arjun played a character who chooses to be a homemaker and support his wife and her ambitions. The film challenged the prevalent gender norms among men and women in Indian society and struck a chord with the youth in the country. It also won him critical acclaim.

Now on the second anniversary of the film, the actor has come up with an incredible digital campaign that celebrates his fans and people who have dedicated their lives to celebrate and support the dreams and ambitions of their partners/families. “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,” Arjun Kapoor said.

“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”.

Arjun took to Twitter to reveal the same through a video and wrote, “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”.

The viewers should nominate or tell the stories of inspiring people they known by using the #BenderTheGender hashtag. The nominees will be granted an award by Arjun Kapoor.

Notably, Arjun becomes the first young star to take such an initiative and the social media users have been extremely supportive of him:

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