Mumbai traffic police: Long copy
Of the 3,67,142 cars in this city, imagine, if the one in front of you wasn't on the road. You'd be one car ahead. If two weren't, you'd be two cars closer to your destination. And if a thousand people decided to leave their car at home and take a train, a bus, or share a cab, there would be less traffic on this road and you would waste less time reading billboards. Mumbai Traffic Police.
Traffic jams pose a perennial problem in Mumbai. This 82-word billboard promoting the use of public transport, was put up in high traffic zones where cars literally inch their way forward.
Copywriter: Sonal Chhajerh
Art Director: Sanket Pathare
15 Comments
i love the text.. they're marketing is also very good since they are targeting traffic sufferers. IN a normal case of billboards you should make the graphic and the text readable in less then 10 seconds. This took me 20-30 seconds to read, but its main goal was to target traffic people who have nothing else to do sO IT WORKS! Good marketing.. type is funny i like. Only thing i would say to change is the text size is WAY too small to read from a distance. If i was maybe 10 -15 feet from the build board i could read it.. but over 25 i would see straight lines going across the board so ya thats my only crit. Funny and well marketed.
-jason
wow, i like the copy, it's very creative. at last he said this "...there would be less traffic on this road and you would waste less time reading billboards..."
very nice copy
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murthy
love it. love it. love it.
i should have done this for my very own city, Jakarta.
brilliant idea. shout straight to the heart.
Brilliant!
But if I was on that jam reading it, would I be the one to take the bus or the train or should I let somebody else do it so I can enjoy "less time reading billboards"?
I feel the ad is ineffective because it’s suggesting that other people should take public transit so the reader will have a quicker drive to wherever they’re going. There is no call to action for the reader to stop driving. So it really isn’t speaking to anyone.
You have a point. This controversy bugged me since I first read the copy.
Just because it doesn't explicitly say so doesn't mean it's ineffective. That's the beauty of the billboard; let the viewer reach the conclusion instead of spoonfeeding every detail.
well at first i thought what do they exactly want? but after reading it everyday (i guess u have to with that kind of jam) u will get it, in order to avoid wasting time reading our bull, take the bus :) i wouldnt want to, its darn too adorable to miss
http://shut.elmota.com
regards_______________________
http://shut.elmota.com
hey !!
gr8 job Mz.Sonal Chhajerh
traffic in mumbai is growing at such a fast rate.
hopefully once car pooling starts ... v can realy be closer to our destination at a faster rate.
wake up mumbai .... its time 2 put in ur effort as well.
lovely.... i really liked that copy.. long copy rocks!
the problem is that if the 3,67,142 cars in this city also people. It will be one stinky bus,train... look that lady decide to walk.
Sincerely,
Arnold Santillan
714-206-2459
i just love the whole idea, and simplicity and copy
http://shut.elmota.com
regards_______________________
http://shut.elmota.com
copy is tooooooo gooooooooooooddddddddddd..............
You’re supposed to be encouraging the drivers to take public transportation.
You’re not supposed to convince drivers to force other drivers to take public transportation.
All this billboard makes me want to do is vandalize other people’s cars so they are off the road and I’m two+ cars closer to my destination because they’ll be forced to take public transportation.
For shame, Mumbai Traffic Police. You've just encouraged me to vandalize other's property.