The Ghandi Bookstore is an obvious fan of reading and to promote its love of literacy, the company is now using the airwaves to encourage the public to read. In Mexico City, where traffic people spend half their day in rush hour at a standstill, the campaign features words that come up on a screen while listening over the airwaves.

There may be some concern about words popping up on a screen when eyes should otherwise be on the road, but for many in Mexico City, traffic jams cause cars to move at a snail's pace. During this time, radio listening increases significantly, and the Ghandi Bookstore is using this idle time to encourage reading. Check out the link and watch the video to see what literate airwaves really look like.