MUMBAI, INDIA: If you are among the thousands of city residents who need to take a taxi or auto to reach office or nearby market everyday, but the driver refuses to give a ride or at times charge you exorbitantly, then here is a big chance to hit those arrogant and rude drivers by joining an online campaign.

Meter Jam, the online campaign against malpractices by drivers, is the brainchild of three advertisement professionals in the city – Jaidev Rupani, Rachna Brar and Abhilash Krishnan.

Meter Jam is aimed at public awareness against the auto and taxi drivers of Mumbai, who harass passengers by refusing to give ride to short distances or charge exorbitant fares by tampering the meters.

The campaign appeals people of Mumbai to mark their protest against the taxi and auto drivers by boycotting their services on August 12, 2010 (today). It requests people to use public transport such as buses on this day, in order to convey a strong message to the unfair practices and rude attitudes of drivers.

Nowadays online campaign for social cause is gaining momentum. Greenpeace had recently launched such a campaign for the cause of Bhopal tragedy victims.

“We started sending invites to friends about the campaign, but had not thought of targeting masses. However, the campaign gained popularity as this problem is faced by everybody,” says Abhilash Krishnan, who is an interactive design consultant.

Though it has been just over a week since the campaign went live on the Internet there’s a fabulous response and support of users.

According to Krishnan, the campaign’s website has over 35,000 registrations so far and its Facebook page received 35,625 likes and also the logo of ‘MeterJam’ is shared by more than 32,000 users, underscoring the power of social media. So far nearly 70,000 emails were sent to people inviting them to join the drive.

Even the Meter Jam campaign is on Twitter, as more and more users are joining it daily.

About the online campaign’s motive Krishna said, “We have given a platform to people, so that we can find some solution to the problem. Because just sitting and talking about it will not help to solve it.”

Though the campaign was targeted at people of Mumbai city, its impact is spreading among people of other cities too.

“I stay in Delhi, but have lived in Mumbai earlier and I know how difficult it is when the autos/taxis refuse to take you to the destination during rush hours.....It’s a great move!,” Tina Satish, a Delhi based user comments in a blog post.

While, Amit from Pune says in his comment, “Please declare one such date for Pune also. All the Punekars will respond to this movement! Thanks.”

On this unique initiative, Bangalore-based Shashank Hosahally says, “This kind of initiatives would also reduce all kinds of traffic nuisance by autos. Splendid response.”

It seems in the time to come, India will witness various such initiatives by non government organizations and groups in public interest using the social media to bring in a change in the society.