As the consumer sipped his drink, he noticed that the innocent face on the coaster starts bleeding when he placed his moist glass on it. Which metaphorically told him that he could kill someone if he drives inebriated.

In India, one person dies in a road accident every six minutes. The effort was to try and reduce that number by discouraging people from driving after drinking. The execution was frightening, and spoke to the consumer while he was having a drink, which made it all the more effective.