A billboard erected in Mumbai during monsoon season ultimately helped to transport stranded pedestrians through the flooded streets.
Published on Aug 12, 2009
Indian mobile provider Aircel, working with outdoor agency Primesite, partnered on a do-good effort to help commuters during this year's monsoon season. Near Mumbai's Milan subway, Aircel erected a billboard onto which was strapped a real lifeboat, and inscribed with the line, "In case of emergency, cut rope."
The storms eventually hit in mid-July, the ropes were cut, and Aircel-uniformed escorts paddled stranded citizens to dry land.
See the billboard in action here.