Kolkata Traffic Police are using the Beatles' iconic "Abbey Road" album cover to educate jaywalkers to cross streets at zebra crossings.
The British band's 1969 album cover features John Lennon, Paul McCartney, George Harrison and Ringo Starr crossing a north London street at a zebra crossing.
Hoardings across the city have been put up with the album cover bearing the caption "If they can, why can't you?"
"The idea behind the campaign is to discourage jaywalking and inculcate the habit of using zebra crossings by pedestrians," an officer said.
Earlier, traffic police had put up hoardings inspired by the "Kolaveri Di" sung by south Indian film star Dhanush. The hoardings asked motorcyclists to wear helmets and ride safely.
Last year, the traffic department was quick to cash in on city franchise Kolkata Knight Riders' (KKR) maiden Indian Premier League (IPL) triumph with an advertisement campaign which connected William Blake's famous poem "Tyger" with KKR's IPL victory.
Around 150 giant billboards were put up featuring KKR owner Shah Rukh Khan and the team players with the IPL trophy in a car with a caption "Knight knight, burning bright, drive safe, day and night."