Farhan Akhtar has tied up with IPL to promote MARD, a cause close to his heart.
Farhan plans to distribute 70, 000 mustaches in one of the biggest matches between Shah Rukh Khan's team Kolkatta Knight Riders and Priety Zinta's Kings 11 Punjab at Eden Gardens. Everyone in the huge stadium would be sporting a mustache in support to the cause, MARD.
This would be first time when awareness of MARD campaign would be taken to an on ground activity at such a huge scale. Farhan has vowed to spread awareness about gender inequality and rape through social media via his initiated MARD, which stands for Men Against Rape and Discrimination.
Farhan has been urging his twitter and Facebook followers to adopt the message and become its ambassadors. He tweeted saying "It can only spread as a pyramid effect through you".
Akhtar conceived MARD after an incident in August 2012, when Pallavi Purkayastha, a Mumbai lawyer was sexually assaulted and then killed by her home watchman. Akhtar launched his campaign in March 2013. Later that same month, Akhtar performed at a college concert in Bangalore wearing a t-shirt with MARD's logo. He also attempted to popularize this campaign using social networking sites. The tweets posted by Akhtar were hugely popular. In an interview, Akhtar stated that he wanted to bring the campaign to education institutions, such as schools and colleges, "to drive home the message that women need to be respected."