Shimla : There are heavy restrictions on putting up hoarding advertisements on the Kalka-Shimla national highway as they can distract drivers on this busy winding road .
But caring two hoots for the rules Aircel has gone a step further it has chosen to raise a hoarding on the highway exactly at the entrance of a crematorium some 20 km from Shimla .
And if you read the advertisement it is a deliberate effort to cash in on death itself . How far will mobile companies go to sell their brands one wonders .
So while the pyre burns and the smoke rises the Aircel advertisement shines and attracts the attention of the mourners and the stream of cars driving past on the busy highway .
One wonders who gave Aircel this idea . And more importantly who gave them the permission to raise this cheap and gross advertisement at a crematorium . It is simply bizarre !