Aircel, one of India's network operators, recently created a clever media event around one of their outdoor posters.
They mounted a dinghy on the poster, with the instructions saying "In case of emergency, cut the rope" to release it.
Why? Because the area was prone to flooding during Mumbai's monsoon season.
On July 15th, along came the rains and the rope was cut to ferry stranded people around.
It created a lot of media coverage for Aircel and was a nice way to reinforce their innovation and perhaps the more subtle message that they care about customer service.
