CEQUIN’s public service messaging pitched for behavior change in men and boys, attempting to redefine the concept of ‘masculinity’ and creating positive role models, focussing on men talking to other men about their role in addressing gender based violence. With support from the GMR Group and Asian Roots, we created public service messaging, including spots on radio and television, posters and hoardings. Virender Sehwag of Delhi Daredevils was at the centre of this public service messages (PSMs) to target young men and boys towards a mindset change through sensitisation and deconstruction of stereotypical images of masculinity. The PSMs like “Treat women with the respect they deserve and you will deserve to be called a Daredevil” encouraged men and boys to respect women, and to be proactive in shunning all violence against women. As a part of the campaign we also created an Ad Film – ‘Jersey Utaar’ which was widely disseminated.