THE BEST WAY TO RUIN OUR CITY’S LOOK
As if one hoarding on a streetlight wasn’t enough, BEST decides to have two more, bigger ones, hanging from over 30,000 light poles in the island city ……NILESH NIKADE
The BMC had only recently mooted a proposal to make five wards in Mumbai hoarding-free in order to maintain the city’s beauty, but one of its wings, the Brihanmumbai Electric Supply and Transport (BEST) undertaking, is all set to add to the existing clutter on streetlighs across south Mumbai. It has decided to fix two more ad display boards on over 30,000 light poles in the island city (that is, from Cuffe Parade to Mahim in the western suburbs and Sion in the Central suburbs) in order to up its revenue collection by Rs 30-plus crore.
The BEST, on July 3, issued tenders for hiring an agency that would affix these new advertising boards on the brackets of 32,473 streetlights. The boards, 2x4ft in size (the existing ones placed in the middle of poles are 1×3 ft), are to be put up close to the lights and will hang from the pole, so that the ads are illuminated with the help of the streetlights. Architects and activists however find the idea appalling and say this will ruin the city’s looks.
Conservation architect Abha Narain Lambah said, “Already, the island city is too crowded. These hoardings will create more chaos, add to the visual clutter and will spoil the beauty of old Mumbai. BMC should spare the areas around heritage buildings and should look for some better ways of earning revenue.” Dr Anahita Pandole, who has campaigned extensively against indiscriminate construction of hoardings, said, “To have advertising hoardings hanging down light poles is the worst possible thing. It is going to interrupt the vision of drivers. I will file an RTI query on this issue with BEST and need to find out if they have consulted any town-planners before taking this step.”
HOW THE IDEA WAS CLEARED
The idea of putting up hoardings in this manner came through the BEST’s ‘first finder scheme,’ wherein advertisers are asked to search for spots where commercials can be displayed.
Ratan Jain, head of Prachar Advertising, presented the idea the undertaking, and it was approved recently. Jain said, “Two new aluminium brackets will come up on the hands that hold the lamp. I had designed them in such a way that the street light will fall on the ads during night and the banner will not need any other illuminations. These brackets will be at such a high distance that they will be visible from a distance of 200 metres. Being the inventor of this idea, I should have first got the opportunity to place ads there, but BEST has floated tenders for it.”Three years ago, a contract for affixing kiosks on street poles had fetched the BEST Rs 15 crore, and this one is expected to bring in twice the amount.
WHAT BEST AND BMC SAY
S A Puranik, BEST’s deputy GM justified the move saying, “Hoardings on light pole brackets is a new concept. Moreover, the revenue thus earned will be used for providing various amenities for BEST’s consumers.” Bhaskar Gholap, superintendent of licences, BMC, however, said, “We will scrutinise the proposals from advertisers and take suggestions from residents before allowing the hoardings to be put up.”