Water way to help

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Brands love telling consumers their products are lifesavers, but rarely does the claim hold as much water as when Aircel’s Mumbia billboard rescued stranded citizens during India’s monsoon season.  

The weather can turn very quickly in India during monsoon season, often with fatal effects. Flash floods have claimed the lives of many in the past. It was this knowledge that prompted Aircel to attach a life-raft to its billboard, with the instructions: in case of an emergency, pull rope.

On July 15^th, flash flooding, as expected, occurred. The Milan Subway beneath Aircel’s billboard became virtually impassable. Six lucky Mumbians, taking advantage of Aircel’s foresight, cut the rope and rowed themselves to safety aboard Aircel’s branded dinghy.

The innovative idea gained major press coverage in India; Aircel was crediting with achieving where the government failed. It now plans to extend the billboard scheme to Delhi and KolKata as well.

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