Social media ‘challenges’ are inherently tacky.

They go viral with the help of a catchy hashtag, exploiting our innermost desires to be ‘seen’ as part of something bigger than we are. In fairness, they’re also kinda fun, but they’re designed to be dumb. The dumber, the better.

Think the #CinnamonChallenge. The #KylieJennerLipChallenge. The #TidePodChallenge.

Every once in a while though, a campaign that actually does some good comes along.

The #PadManChallenge is sweeping Bollywood at the moment, and involves folks posing with sanitary pads in a bid to destigmatise mentrual health.

The campaign comes ahead of the release of ‘PadMan‘, an Indian film detailing the life of Arunachalam Muruganantham, the dude who invented low-oat sanitary pad-making machines and generated awareness about traditional unhygienic practices around menstruation in rural India.

Tonnes of the country’s biggest stars have jumped aboard, unwrapping pads and flashing them to the camera:

Many of the tweets are accompanied by text that reads “Yes, that’s a pad in my hand & there’s nothing to be ashamed about. It’s natural! Period.”

Too bloody right.

Image: Twitter / A Muruganantham