There are 11 million destitute children in India. But social attitudes towards adoption favour receptiveness to a child from their own families. To change this attitude, at zero spends, the mobile was considered ideal to connect with influencers through a viral message.The insight was based on the tendency of users to forward MMS clips, especially if it had risqué content. As it were, there was a wave of such clips doing the rounds in India. A provocative line "If you don’t like it, pass it on" became the hook to enthuse people to check and forward the "Adopt" MMS.