The idea lay in an insight about the way we behave around mosquitoes. We get into a slapping-clapping frenzy. So we decided to put together a troupe of 5 artists and create music exclusively of slaps and claps. The 'slap-clap orchestra' would visit crowded locations like beaches, parks, shopping malls and randomly start playing their act. The best part of this exercise was that it communicated to an audience which speaks and understands only one or two of the 29 different Indian languages in a language that was universal. A language called 'slap-clap'.

Slap-clap became an instant hit. There were reports that people were more engrossed with the slap-clap promotion than another parallel promotion for an Indian movie with visiting superstars inside the same shopping complex. Over 14000 samples of OFF were voluntarily picked up and applied by an enthusiastic audience.