Pink Chaddi Campaign

The Pink Chaddi Campaign (or Pink Underwear Campaign) is a nonviolent protest movement launched by Consortium of Pub-Going, Loose and Forward Women^[1] in February 2009, in response to notable incidences of violent ultra-conservative and right-wing vigilantism; against perceived violations of Hindu culture by women, who were attacked at a pub in Mangalore. The campaign was a brainchild of Nisha Susan, an employee of Tehelka political magazine.^[1][2]

The campaign was conceived particularly in protest against a threat by Pramod Muthalik of the Sri Ram Sena (also spelled as Sri Ram Sene and Sriram Sena), a Hindu extremist group based in Mangalore. Muthalik threatened to marry off and take other action on any young couples found together on Valentine's Day. Valentine's Day is traditionally not observed in India, as it is celebrated in Western cultures.