This is an example of an effective outdoor campaign. I know because I have driven to work on these very roads. Yes, the laws of billboard ads (short copy) does not work here 'coz as every Mumbaite will tell you, hell you can read a magazine cover to cover and maybe even a paperback given the long hours you spend stuck in traffic.
Mumbai Police is trying to solve the problem by making the life of Mumbaites more miserable. Using public transport is not easy and not at all comfortable. What we need are better modes of public transportation, more flyovers and better roads.
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