Click to play videoMumbai: Mumbai needs hoardings – that’s the new campaign launched by the Hoarding Owners' Association to protest the Mumbai Municipal Corporation's new hoarding guidelines proposal. Each of the billboards highlights the economics of the hoardings industry.
"We wanted to appeal to the corporation to re-look at this whole exercise of creating new policy guidelines,” says Joint Secretary, Hoarding Owners' Association, Mangesh Borse.
The BMC has asked for public opinion on its new hoarding guidelines and gathering public opinion is the aim of these hoardings.
The civic body says that it wants to promote international standards for outdoor media in the city. So, the proposal seeks to ban hoardings from Colaba to Byculla and in the rest of the city, their sizes would be reduced.
"These areas are congested and have heritage buildings so the skyline becomes very cluttered,” says Additional MC, R A Rajeev.
A look at the Mumbai skyline and you would agree to this statement. The city has about 2300 hoardings. But hoarding owners argue that the industry generates an income of 1500 crore per annum which earns the corporation a revenue of Rs 60 crore.
Also, 1500 housing associations depend on hoardings for maintenance. And it provides sustenance to 10,000 families of media owners, painters, hoarding mounters and advertisers. And it is these numbers that the association is using to negotiate with the civic authorities.
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