“NUA MAA”, which means a new mother, is a transformational initiative engaging with transgender community to promote key behaviour on maternal, infant, and young child nutrition, addressing the first 1000 days of life. The initiative is a community media outreach prototype in a remote district of Odisha that sets a unique concept by making a strategic use of transgender groups as a potent channel for social and behaviour change. Transgenders are engaged to drive the positive behaviour practice among the mothers, family, and community by using their culturally ascribed roles and skills. In India, the practice of transgender groups visiting homes of pregnant women and households of new-born to give blessings is representative of a traditional way of life based on customs, beliefs that bring up a distinctive culture. However, involving transgender as a transformational catalyst to navigate barriers for change is a unique initiative and concept. To attain this objective, 60 transgenders from the community, speaking local dialect and familiar with the traditions and customs of a tribal dominated community, in one of the remotest districts of India, were trained to perform folk theatre. They also followed performances by counselling at households of pregnant and lactating mothers to influence key behaviours such as consumption of Iron and Folic Acid, rest during pregnancy, early initiation and exclusive breastfeeding, timely initiation of complementary feeding, handwashing. The program was being implemented in two blocks of a tribal dominated district of southern Odisha covering all the villages in 20 Gram Panchayats. Evaluation had under-treatment and control villages to measure midline and end-line results. Overall, the intervention was designed to determine whether the design delivery is effective in a way that the intended outcome of changed behavioural practice on maternal and child nutrition can be induced from a prevailing cultural practice and at the same time, if it can serve as an opportunity in mainstreaming the transgender community.