Abstract The Afar region, one of the hot spots of female genital mutilation (FGM) in Ethiopia and the Horn of Africa, has attracted several international and local anti-FGM campaigns including the longitudinal global UNFPA-UNICEF joint initiative. The region is often praised as a showcase for the acclaimed social norm change brought by intervention projects. Religious leaders and traditional birth attendants (TBAs) were among the key local actors targeted as agents of change and norm mediators. The declaration passed by the religious leaders outlawing FGM, and the numerous community public declarations made all applauded the success in social norm change. Such accounts are often in tune with a narrative of linear progress of norms whereby global norms of gender equality successfully diffuse to local settings. The discourse pronouncing the diffusion of global norms often overshadows the norm contestations and resistance happening at the grassroots level. Based on an ethnographic study conducted in the Afar region, this contribution examines the different aspects of norm contestation and resistance happening at the grassroots level throwing light onto the resurgence of FGM in the region where the practice continued beyond the observational gaze of the government and other stakeholders. Furthermore, the article discusses the discursive strategies that the local community adopted ranging from performative compliance, negotiation for a milder form of the practice to devising alternative ways and platforms for performing FGM. The article critically reflects on the direct and subtle forms of resistance, the framing of the debate and the interplay of several factors that undermined the efficiency of the interventions.