A video capturing a Maruti Suzuki Alto sporting a witty rear sticker reading “Keep distance, EMI pending” has gone viral on social media, resonating with netizens for its relatable take on financial pressures and road safety. The clip, filmed on Circuit House Road in Mangaluru and shared by Instagram user @bearys_in_dubai, shows the compact car navigating traffic while the humorous message cleverly twists the standard “keep distance” warning. By tying it to ongoing equated monthly instalments (EMIs), the owner highlights the everyday reality of car loans for many middle-class Indians. The post has garnered over 54 million views and more than 300,000 likes, sparking widespread amusement.

The sticker's humour lies in its candid admission of the owner's commitment to protecting their financed vehicle, blending caution with self-deprecating wit. Comments flooded in praising it as the “best slogan ever”, with users relating to the EMI struggle amid rising vehicle ownership costs. One remarked on the “power of EMI”, while others hailed it as peak Indian creativity in bumper messaging. The viral appeal underscores a cultural fondness for quirky car stickers that often reflect societal quirks, financial woes, or light-hearted warnings.

Similar witty vehicle messages have trended before, such as a Tamil Nadu car's “My other car is a BMW” on a modest Ignis, but this EMI-themed one strikes a chord in an era of widespread auto loans. The Maruti Alto, a popular entry-level hatchback, symbolises affordable mobility for many first-time buyers reliant on financing. The video's massive reach highlights how such relatable content quickly captures the internet's attention in India.

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Netizens expressed laughter through emojis and shared personal anecdotes about loan burdens, turning the post into a communal laugh. Some jokingly suggested adopting the slogan themselves, emphasising its universal appeal among urban drivers facing similar situations. As the clip continues to circulate, it serves as a light-hearted reminder of blending safety with humour on Indian roads. The owner's anonymous ingenuity has earned widespread admiration, cementing the sticker as one of the year's most entertaining viral moments.

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