Aircel: Dinghy Billboard

A billboard erected in Mumbai during monsoon season ultimately helped to transport stranded pedestrians through the flooded streets.

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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.
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Aug 12, 2009
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