To help people who are stranded by the floods, we placed inflatable dinghies on a billboard with the message “In case of emergency, cut rope”. The execution was done at Milan Subway, historically notorious for getting flooded every time it rained in Mumbai. During the rain, the subway flooded as usual. People, taking heed of the message, cut the rope, and volunteer groups comprising of the local people, policemen, BMC (Mumbai corporation) employees, started ferrying people across the flooded subway on the rope.

The Aircel boat made front page news on all national newspapers; it was telecast on all the top television channels, and was featured on more than 20 Internet sites. An activity that cost less than 40,000 to execute, garnered PR worth more than 45 Lakhs!In a subsequent survey by the client, 73% of the retailers surveyed expressed willingness to stock up on Aircel SIMs. A total turnaround in their attitude, proving that one good turn deserves another!