There was a flood in Mumbai and advertising came to the rescue. TheChive has a gallery of photos including one, telling the story of an AIRCEL billboard that literally saved lives. The billboard consisted of a real life, fully-inflated life raft and included the copy “In case of emergency, cut rope.”
Then it started raining, a lot. Click continued for the end of the story.
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Note: this is probably the first time in history advertising has worked so well. Except that no one bought anything.
More: “Effective or Offensive: WWF and 9/11”