Since there is no law in India that bans young children from domestic work, Mudra's brief was to generate support from people so that the organization can make a case out of it and put it forward to relevant people.

The challenge the agency faced was in creating awareness on vulnerability of children in domestic work. Domestic workers, particularly children in domestic work and those working full time, are routinely denied their basic rights. They comprise one of the most vulnerable and exploited groups of the unorganised sector that is still not protected by law. The aim was to sensitise the community to the plight of underaged domestic workers and most importantly, seek their support.

The communication developed by Mudra attempts to drive home the message by using a simple device that is most commonly used to seek support/participation-show of hands. In the television commercial different real life situations are shown. Some of the people have their hand raised. And lastly, we see a child domestic worker who is swabbing the floor with one hand raised.

A message appears "Raise your hand if you think that child domestic work should be banned. SMS ‘Support’ to 4646.

The data (sms’) then will be forwarded to people in high places who can effect a change. Also, it’ll help in the PIL that they have filed in the court.