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

  2. 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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