Arjun Kapoor to celebrate the second anniversary of Ki and Ka

Arjun Kapoor will be the only young actor with a Digital IP to his credit. On the anniversary of his super-hit film Ki & Ka, also starring Kareena Kapoor Khan, the young star is starting a unique Digital campaign that will celebrate the inspiring stories of people who have put their partner/family above anything else.

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.

The campaign is quirkily called Bend TheGender 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. Arjun will be the only young star to have a digital IP to his credit which is simply outstanding

Arjun confirms saying, "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."