We introduced people to Laila and her world – She’s 19, she is the lyricist for her school band, she has a crush on her fellow band mate and she loves her family. But Laila also has special needs and she is bisexual.

While Laila may be different, why is she abnormal? Our idea was to ask people - What is normal? Who defines normal?’

The other major angle we explored is ‘You are Beautiful’ and let no one tell you otherwise.

Kalki’s realistic portrayal of Laila was described in interviews that gave audiences an insight to the life of Laila, serving as an eye opener for the needs/ wants of the differently abled.

Addressing viewers on digital platforms, “You are Beautiful” messages were coined and shared online to instill confidence and pride in oneself.

Bollywood’s perfectionist and the crusader of various causes – Aamir Khan launched the trailer while stalwarts like Amitabh Bachchan, Javed Akhtar and Anurag Kashyap further promoted the film by word-of-mouth.

Director Shonali Bose was inspired by her Cousin Malini Chib’s lifelong struggle to live life the way she wanted to. Kalki, together with Malini participated in the Standard Chartered Marathon as a team that led to a wider appreciation and acceptance of the story.

‘Stop Judging Start Living video went viral, getting 75000 hits within days while garnering tons of celebrity support, taking the message beyond theatres.

- National leading chain, PVR Mumbai has created basic facilities like adding a ramp for the disabled after the release of this film.

- The movie released without any cuts from the Censor Board, proving that the campaign to sensitize the Board was successful.

- Kalki started engaging with differently abled children/holding counselling sessions for them/ their families. She emerged as the voice of addressing the holistic issue of women empowerment and continues to break stereotypes with her choice of roles.

- The film swept up awards/acclaim at international film festivals like TIFF, BFI and Palm Springs International Film Festival among others while Kalki won the Special Jury Award in the coveted 63rd National Film Awards.

- The film engaged a total of 3.52 crore viewers during its campaign.

- Garnered over 17900529 € (1320050285 INR) PR Value in print publications

- The film was successful commercially and grossed over 814000€ (6 Cr INR) in collections worldwide.