It's a repeated irony: Some Billboard. Some wide-known brands. Their slogan: Be the attitude. Be the change. Be the Blah.
And the reality underneath: The urban slum. The highrise. Their conjugality. The metropolitan carelessness, always under construction, reconstruction and "deconstruction".
An accidental photo.
________________
Photo: Ishtiaque Zico
Location: Way to a Post Production Studio at Khar, Mumbai, India
Date: 9 October 2009