Under this campaign, the group has asked everyone to register on a community in Facebook through a blog and send pink chaddis (underwear) to the Ram Sene chief, Pramod Muthalik, at his home in Hubli, Karnataka, as a Valentine's Day gift on February 12, two days before V-Day.

Centres for collecting pink chaddis have been set up in Delhi, Mumbai and Bangalore from where they will be sent to Muthalik’s house. These will soon expand in various cities including a few in Gujarat.

The aim of this campaign is to object to the “irreverent demands made by the right-wing saffron group”. The Sene had objected to wearing pink and red on V-Day and has been threatening the shopkeepers to convince the people coming to their shop not to celebrate V-Day, as according to them, it is not a part of Indian culture.

One of the members of the group, Nithin Manayath, who is also a teacher at Mt Carmel College in Bangalore, said, “This is our way of showing love to the Sena members. The idea was mooted by one of my friends, Nisha Suzen, and a blog was created on February 5.” At present, there are around 1,500 members who have already registered with the on Facebook.