We report the design and synthesis of push-pull benzothiadiazoles (BTDs) of type D 1 -p-A-p-D 2 and D 1 -p-A-D 2 . These BTDs show strong charge transfer interaction. BTD 3 shows reversible mechanochromism with color contrast between yellow (crystalline state) and orange (amorphous state). Photophysical and computational studies reveal that the planar orientation of the pyridyl and BTD unit in 2 results in no change in solid state emission whereas non-planar orientation of the dipyridylamine and BTD unit in 3 results in efficient mechanochromism.Scheme 1 Synthesis of BTDs 2 and 3. Reaction conditions: (i) PdCl 2 (PPh 3 ) 2 , CuI, THF-TEA (1 : 1), 60 C, 24 h; (ii) CuSO 4 , K 2 CO 3 , 1,2-dichlorobenzene, 180 C, 48 h.