Lyrics of Bollywood songs are becoming increasingly lewd and demeaning. But they are so well disguised by elaborate dance routines, audiences have become almost immune to the lyrics. This campaign aimed to address this issue.

The radio campaign put listeners in the same spot as the actress in the song.

We did this by creating customised audio capsules in which we stripped the song of its music and translated the lyrics into English. These capsules were then strategically played immediately after those specific songs, on the radio channel of India's most popular music streaming app.

We chose this medium because that's where viewers have their most intimate listening experience. Having disrupted routine listening behaviour, we invited them to let Bollywood know lewd lyrics weren’t okay by tweeting, using #NotMusicToMyEars.