When traffic violators in Mumbai are caught in the act, they often resort to creative excuses in a bid to evade fines. Mumbai Traffic Police, known for their culturally-rooted, humorous takes, we challenged the culture of giving ridiculous excuses and emphasized the need to take responsibility on the road. 

When Mumbaikars broke traffic rules, we turned their creative traffic excuses into potential blockbusters. Their real excuses were featured on billboards across the city, targeting rule-breaking hotspots and the homes of Bollywood’s biggest directors. Our aim was to discourage excuses, embarrass offenders, and raise awareness because we knew, Mumbaikars' creativity belonged in Bollywood, not the road.