The stickers were placed at overflowing garbage dumps, clogged sewers, footpaths frequented by the homeless and wherever there was something to grumble about. They urged ordinary passersby to take action right there and then.

The cost of the exercise was approximately Rs. 40,000 (USD 1000). The result: civic authorities received so many phone calls, they eventually demanded Airtel not put anymore stickers up. Leading newspapers carried the crusade forward with free photographic coverage. Airtel is India’s largest cellular service provider with the widest network and reach.