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Modifying a car to grab attention on social media is hardly a new idea. Custom wheels, a massive rear wing, or a wild vinyl wrap are common ways for people to chase views online. But a man in Gwalior, India, recently chose something far more unusual. As per a report by NDTV, the content creator got his girlfriend to kiss his car 3400 times, leaving thousands of lipstick marks across the vehicle. The stunt achieved its purpose, with his reel quickly crossing more than 5 million views. Unfortunately for him, some of those viewers were from the Gwalior Police, who fined the owner and told him to wash the lipstick off the car.

Aditya Sikarwar’s girlfriend reportedly spent around three and a half hours covering the car in kisses before he drove it around the city to shoot his viral video. However, in an Instagram post of their own, Gwalior Police said the lipstick marks themselves were not what first raised concern. According to them, Sikarwar was seen driving dangerously, and his car also had illegal black window tint. He was called to the police station, fined Rs 5500 (roughly $58), and instructed to remove the lipstick marks.

Video that surfaced later showed the owner washing off his girlfriend’s handiwork, bringing a rather undignified end to a customisation effort that had taken thousands of kisses, and a very patient girlfriend, to complete.

To be fair, the kiss-covered Swift may not rank among the most remarkable customised cars ever seen, and there have certainly been worse things done to cars in the pursuit of online fame. But Sikarwar appears to have learned a useful lesson: getting people to notice your car can be thrilling; the trouble is, once something goes viral, you no longer control who ends up seeing it.