Angels Clinic created The Worst Item Number. They bought a popular Item Song and then shot a video for it. But with a twist. It featured young boys instead of drunk adults dancing with her. All the trappings of the genre were kept intact, garish lights, revealing costume, dance floor and raunchy moves. The idea was to create a shocking piece of content. The video led to the petitions page where adults could sign the petition, leave their heartfelt reactions and share the page with fellow citizens.

The children and the video vixen were shot separately. The children were counselled beforehand too.

Once the video was shot, it was screened excusively to various parent-teacher bodies. Then it was released on social media. Which already exposed parents and educators started sharing. Then key influencers were brought into the fold to spread the message to policymakers and Bollywood Film Studios.

Facebook, YouTube, WhatsApp and Change.org were the platforms used. Over 20 million people were reached through this campaign.

It made Angels Clinic an opinion leader in child wellness in the country. Appointments have increased manifold. Many parent teacher bodies have come forward to seek help from Angels Clinic.

The petition is being signed by one person every five minutes at the time of publishing this. Over 170k views were reported.

Central Board of Film Certification has come under the scanner to relook at the grading of Item Numbers.