Designed by a Pune-based agency, the trendy ads call for saving water, growing more trees, shunning plastic, and highlight the ill-effects global warming in a smart way so that "they can catch as many eye balls possible".
The campaign is a project of Burhani Foundation India, which is funded and run by the community's spiritual leader, Dr Syed Mohammed Burhanuddin (TUS). "The foundation was launched on his 80th birthday with the intention to promote environment awareness and research. With these ads we intend to do the same," said Shehrebanoo A Harneswala, in-charge of the Burhani Foundation.
"We wanted people in our community and the public to do something about the environment," added Harneswala. The ads, visible on 10 BEST buses plying in Colaba, Backbay, Bombay Central and Marol were put up on Monday. The areas have been selected on the basis of a sizeable community population living in these areas.
The ads will be gradually spread across the city. "We will first see how beneficial they are proving to be, and whether people are taking note of them and talking about them within the community," said Abdeali Bhanpurwala, honorary secretary of the foundation.