The rising numbers of 'eve-teasing' cases reported in Mumbai made it imperative to create public awareness campaign regarding the same. Thus a radio campaign was created to counter the 'eve teasers' who harass women folk on the streets, on public transport and in various public places.

We decided to hit the offenders where it would hurt the most. By creating a direct connection between their victim and a female they owe a lot to, their sister. This idea is so provocative and sensational that the offenders will actually think not once, not twice, but a thousand times, before behaving in such a lowly and uncouth manner with any other woman.