ay 1 was Maharashtra Day. It was also a day when the state�s capital, usually well lit up, had its illuminated hoardings switched off. Billboards, as if mourning the demise of an advertising legend, were plunged into darkness.

The power crisis in Maharashtra arrived in Mumbai with bad news for advertisers and their agencies. Hoardings in the city would have to share the load (read blackouts), much like the rest of the state does. Just when the city lights up its can�t-ignore-them hoardings, the 6.00 pm to 10.00 pm restriction made sure they would come alive only after peak hour traffic is over.... more