Aircel’s lifeboat becomes Real-life Ferry in Rain-Ravaged Mumbai

In a classic example of Bambaiya ingenuity, an advertising prop was taken off the hoarding and used as a real life tool.

Aircel the cell phone company had a life raft on a billboard at Milan Subway. The caption read “In case of emergency CUT ROPE”. The people did just that. And fun follows.


Received via email from Vikrant Parikh.


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  1. Magicofpages July 29, 2009

    heheeh good idea 🙂 atleast they made use of the boat

  2. Shivaji Rao July 30, 2009

    Hope Aircel got their boat back. Mumbai’s ‘ingenuity’ also means the boat would be stolen and sold off.

  3. Gopi July 30, 2009

    I think that was the whole point of the hoarding being there. It was kept there, so the people could use it.

    And they are reaping the benefits of free PR.

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