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A Lifesaving Brand

In India, a Billboard Rescue

Published on .


For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

Brands love telling consumers their products are lifesavers, but rarely has the claim held as much water as it did when Aircel's Mumbai 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 that knowledge that prompted Aircel to attach a life raft to its billboard, with the instructions "In case of an emergency, cut rope."

On July 15, flash flooding, as expected, occurred. The Milan Subway beneath Aircel's billboard became virtually impassable. Six lucky Mumbaians cut the rope and rowed themselves to safety aboard Aircel's branded dinghy.

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CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.

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