A couple of posters around Mumbai exhorting locals to observe a safe Holi hammers home the importance of the 'S' word – safety – when it comes to this festival of colour.

Awareness campaigns about eco-friendly colours and water conservation on Holi had taken root a couple of years ago and have had some effect. Many prefer to play Holi via keyboard now, the Happy Holi email, the mythology and meaning of Holi mail and WhatsApp messages that explode in a burst of colour on your phone screen are enough of a celebration for many.