The Pink Chaddi Movement was born out of a disturbing incident in Mangalore. In January 2009, members of the Sri Ram Sena, a right-wing group, attacked a pub and assaulted women, accusing them of being immoral. This aggressive act of moral policing was an attempt to control and dictate the behavior of women, a move that many saw as an affront to personal freedom. 

In the face of this attack, Nisha Susan and a group of women decided to respond not with conventional protest but with a fresh and provocative idea. They launched the Pink Chaddi Movement on Facebook, encouraging supporters to send pink underwear to the leaders of the Sri Ram Sena. The choice of pink was deliberate, a color often associated with femininity and frivolity, used here as a bold statement of defiance. 

The movement quickly caught fire. Thanks to social media, what began as a small-scale protest grew into a nationwide phenomenon. The image of pink chaddis arriving at the Sri Ram Sena's offices on Valentine's Day became a powerful symbol of resistance. It was a protest that combined humor with seriousness, showing that challenging oppressive views could also be creative and engaging. The response was not just about the physical act of sending underwear but about the broader message it conveyed. It challenged the very notion that women’s choices and behaviors could be subjected to moral policing. By turning a seemingly trivial item into a symbol of protest, the movement effectively highlighted the absurdity of the moral outrage.