To get our message across, we decided to speak to potential abusers when it matters the most – just when they gulp down a drink at the local bar. We created seemingly ordinary coasters coated with a moisture-reactive surface and distributed them in bars and pubs across the country. Every time a drinker would put down his glass, the image of a bruised woman would magically appear on the coaster, reminding him of the brutal consequences of heavy drinking.

In the first phase of the campaign, we tied up with 270 popular drinking destinations in Maharashtra There have been several mass-media initiatives on domestic violence by the state government However, our campaign sought to speak to people about the staggering role of alcohol in such incidents - at the time it mattered the most. Almost every bar/nightclub we approached was more than eager to carry out the campaign simultaneously across the city. An estimated 35,000 people were exposed to the campaign in just one month - without spends on expensive media like TV and print.