Innovative Billboard Rescues People!!!

On my way to work this morning, I came across this rather eye-catching billboard at a prominent signal junction, I quickly took out my phone to capture what I thought was a great idea…

Boat on Billboard

A Boat on the Billboard in Bangalore, India

This is innovative advertising at its best! Once I got into office and did a little bit of research on things, here’s what I found…

A similar Aircel Billboard in Mumbai

A similar Aircel Billboard in Mumbai, India

The Rains Arrive, the Rope's cut...

Notice the text on the billboard, ‘In case of emergency, cut rope’. The Rains Arrive, the Rope’s cut and the Boat’s taken off!

The Emergency Arrived & the Boat was put to use...

The boat was put to use in the emergency!

People wading through the floods in Mumbai in the Aircel "Rescue" Boat

People wading through the floods in Mumbai in the Aircel Rescue Boat

Being in the line of marketing & advertising, I know the challenges that go into creating an advertisement these days. Every time a company plans on rolling out a new advertisement to promote their product, there’s so much more than just brand building that they need to look into (read moral & social responsibilities). Which is why even when an advertisement is completed, the job is only half done. Acceptance/brand recall is the key…

This concept has taken advertising to a whole new level & reaped the benefits by garnering in some free publicity for itself…

The Times of India captures the boat being used in the recent Mumbai Floods An article in Mid Day Lauds the efforts of Aircel

Leading newspapers laud the efforts of Aircel

As Stephen Leacock once said… “Advertising may be described as the science of arresting the human intelligence long enough to get money from it

I’m sure Aircel did manage that with the people they ferried home that evening!