New Delhi: The West Bengal government has been quick to cash in on Kolkata Knight Riders' maiden IPL triumph organising a grand felicitation ceremony at the Eden Gardens on Tuesday.
But Kolkata police, in their bid to enhance the image of 'Brand Kolkata', has conceived an innovative 'Road Safety' advertisement campaign. They have connected William Blake's famous poem " Tyger" with KKR's IPL victory.
Kolkata traffic police have put out 150 giant billboards across Kolkata which has illustration of team owner Shah Rukh Khan with the IPL trophy along with skipper Gautam Gambhir, star spinner Sunil Narine and local hero Manoj Tiwary in a car with a caption that reads:
"Knight Knight, Burning Bright, Drive Safe, Day & Night." Although the concept design and execution of the idea happened in only 48 hours, it has been grabbing eyeballs since morning.
"Once KKR reached the finals, we planned that we would unveil a new 'Road Safety' campaign that youth of our city can connect. There's no point trying to advise youngsters about road safety measures in a mundane manner. Rather, try out something trendy and topical.
"We had also done a similar thing in Bengali when Sachin Tendulkar completed his 100th century," joint commissioner (Traffic) Supratim Sarkar said over phone.
He added, "We plan to keep the billboards for the next one month. We would then think of a different campaign which might not be related to sports. It's like Amul advertisement which has been very popular among common public over the past three decades."