The insight was born through one of the biggest signs of violence against women - bruises. In India, if a man is seen with bruises, he’s thought to be a fighter. His bruises are considered to be a mark of his physical strength and courage. However, a woman with bruises is considered to be vulnerable and weak, often they are perceived to be a result of injustice towards her. Our ideas was to demonstrate that a bruised woman doesn't have to always be a result of domestic violence - that we can make that change . In a country where bruises on a woman are considered as a sign of vulnerability, we showed that bruises can be a mark of a woman’s strength, and can be a portrayal of a woman’s #FitToFight spirit.. To make our point #BruisesCanBeGood was introduced through a social experiment.