Committee members of Brihanmumbai Electric Supply & Transport (BEST) have said that at a time when commuters are unhappy with the undertaking’s bus services, “marketing gimmicks” like selfie contests with cash prizes of Rs 10,000 will only backfire.

Best had announced a selfie contest on May 25 where commuters were asked to take a selfie with anything related to Best. There was a cash prize of approximately Rs 14,000 for the best tag line for Best. Committee member Kedar Hombalkar said that a few students approached him and said they felt there was nothing positive about Best to click a selfie with. “A selfie is supposed to be fun but here, these kids from a certain college came to me and said that they tried to take selfies in the bus but broken seats or paint peeling off in the backdrop felt like they were sending a negative image. Such contests in fact will backfire and instead, it will become a selfie series on what is wrong with Best,” said Mr Hombalkar.

Best committee chairman Mohan Mithbavkar said he would look into the matter to see if the marketing strategy was a good call or not. “I will see if it’s feasible and will talk with the general manager; give me some time regarding this decision,” he said.

The Best, which has been trying to get back the youth patronage that has been dwindling over the years, had announced the competition to be more accessible to youngsters.