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.
Later that month, Muthalik announced an action plan to target couples found dating on 14 February, Valentine's Day.
[9] The Pink Chaddi Campaign received widespread media coverage,[10] and the Facebook[11] group saw numbers of members growing exponentially in the following days.
[citation needed] A few reports were also critical of the campaign accusing it of trivialising an important issue like attack on women.
[14] As an additional precaution, Muthalik and 140 others of the Sri Ram Sena were held in preventive custody on Valentine's Eve.