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Commenting on the campaign, Mandeep Malhotra, Mudra MAX said, “I am happy that like last year, this year too the Aircel campaign has left an indelible impression in the minds of customers with its forceful and innovative outdoor campaigns. We are now preparing for a few more notable & striking OOH innovations for future brand campaigns of Aircel.”

Meant to ease the monsoon woes of Mumbaikars, the boats and the buoys have been placed strategically in low lying areas infamous for water logging during monsoons. The idea is to rescue people stranded due to water logging caused by the monsoon. The boats and buoys have been put up to ferry people across; clearly and creatively articulating the message that ‘Aircel helps Mumbai to sail through its network’.