"Local transport, represented by yellow-black Taxis, BEST Buses, Auto Rickshaws and local trains, is an integral part of people’s lives in Mumbai. Tata Indicom was launching a new tariff plan in Mumbai, where all calls from Mumbai to anywhere in Maharashtra and Goa could be made at a local rate of 50 paisa (less than 2 American Cents). The concept in the campaign is simple and yet eye catching. The ads show how one can now 'reach' different places in the state at 50p. Local transport of Mumbai has been used to showcase the message."