The concept involved defacing living reminders of the poet. Since Mirza Ghalib is immensely popular, bookstores, music shops and DVD rentals usually dedicate a section to him. We created jackets with profane graffiti and wrapped them around books, CDs and DVDs on display. Customers who visited these stores included fans of Mirza Ghalib across all age groups. They were outraged at the graffiti that defaced the books, CDs and DVDs about the poet. They signed their names in protest in the space provided inside the vandalised jackets. They put their signatures inside a drop box at each store.

Around 50,000 signatures were collected as part of this signature campaign conducted in stores across Delhi.

The signature campaign led to a candlelight vigil, on 27th December 2009. Each jacket had a map that led people to the mansion.

Bloggers supported the cause online.A leading national daily, reported fresh incidents of disrespect to the heritage site, on its front page.The campaign achieved media publicity worth 330,000 USD (Rs. 15 million) for the client, Friends for Education. The overall cost of the campaign was a mere 1300 USD.

The public outcry compelled the government to renovate the heritage site.