Mumbai Traffic Police and the advertising company Draftfcb+Ulka jointly brought out the book, ?Drive Safe Mumbai?, a compilation of the most effective safety campaigns appeared over the last 20 years on the hoarding at a prominent traffic junction at Babulnath in south Mumbai. The book was launched by Amitabh Bachchan, in the presence of minister Jayant Patil, Javed Akhtar, Dr. Satyapal Singh, Mumbai Police Commissioner and Vivek Phansalkar, Joint Commissioner, Traffic, Mumbai Police. ?Perhaps this is the first time in the world that an illustrative coffee table book of this kind has been published?, said Vivek Phansalkar. For the past 20 years this billboard has achieved an iconic status with some of the most thought provoking messages on road safety. Various campaigns created over the years by Draftfcb+Ulka have encouraged the citizens to be responsible when they are on the road. The messages have covered various current social and traffic related issues including drunken driving.