While we were already talking to mothers through paediatricians, we also needed to catch the vast majority of them who were not regular visitors to doctors. In addition, we also wanted to talk to key decision makers of the family i.e. the elders.We designed informational literature with all the information about child care in the first 1,000 days. Whenever the eunuchs visited a newborn, they distributed it as part of their blessings. They also explained to mothers and grandmothers the importance of the first 1,000 days in a child's life and asked them to follow the booklet for complete information on how to take better care of the newborn.

This was started as a pilot project in 1 town, the response of the campaign convinced Nestle to take it national.