Kolkata traffic police are using "dozens" of posters across the city featuring the words 'If they can, why can't you?' over the picture of the 'Fab four' walking single file across the zebra crossing on London's Abbey Road, near the studios where the album was recorded.
The joint commissioner of traffic police in Kolkata, Supratim Sarkar, told the BBC: "We wanted a catchy and appealing campaign, and we hit upon the idea of using the Beatles and cash in on their universal popularity. We are trying to say that if John, Paul, George and Ringo could use the zebra crossing, you can also do it.
"We will be able to tell after a couple of months whether the campaign worked."