The video directed by filmmaker Nabhkumar Raju, who has directed two films and several popular serials, features Dr Radhika along with children who have also sung the song along with her. The music is by newcomers Jaidip-Sanjay.

“Our greatest success is that we have got the backing of the Narcotics’ Control Bureau of the Government of India,” says Dr Nimish. “Arbaaz Khan and Malaika Arora-Khan are launching the video formally on April 14 and Big FM will also air the track.” Indianoil and ONGC have also come in , while Cinemax is the multiplex sponsor.

The concept came from the doctor’s firm belief that an individual’s listening memory is always stronger than reading memory, which is his experiencing after being a veteran professor in the medical field for 23 years. “We keep hearing news about drug addicts and rave parties all the time and nothing done about it can be enough.”

Dr Radhika, who has learnt Hindustani classical music from Malay Banerjee and Carnatic music from Aruna Sairam, has also sung on several cover version albums and is a member of the government’s anti-dowry team in Mumbai. Blessed with a distinctive voice, she is also ready with a song on another social issue - female foeticide. She intends to take up more issues like Child Labour, Greenery Preservation and Protection of Tigers in similar future tracks besides aspiring for playback singing.