MUMBAI: In a fervent response to the Brihanmumbai Municipal Corporation’s (BMC) draft policy on outdoor advertising, residents of South Mumbai have initiated a vigorous online campaign demanding a halt to any plans for hoardings along the city’s new coastal road.
The petition, launched by a member of the Breach Candy Residents Forum and chairman of a local housing society, has amassed nearly 5,000 signatures within a short span. The coastal road, a significant addition to Mumbai’s urban landscape, is envisioned as a scenic route for both residents and visitors. Opponents of the hoardings argue that allowing advertisements along this stretch would mar the visual appeal of the area and contribute to environmental degradation.
The petition highlights concerns about the potential ecological impact of such hoardings, from their manufacturing processes to their eventual disposal. The controversy stems from the recent BMC draft policy which, according to some residents, could set a concerning precedent by introducing commercial hoardings that would obscure the natural beauty of the coastal road. Locals have expressed frustration at the possibility of transforming the picturesque coastline into a cluttered visual landscape akin to other congested roadways like the Western Express Highway.
Despite these concerns, BMC officials have clarified that no hoardings are currently proposed for the reclaimed land along the coastal road. However, they confirmed that four hoardings were approved for the former Tata Garden land, which falls within Coastal Regulation Zone-2. The company awarded the 10-year contract for these hoardings is now awaiting further permissions from the Maharashtra Coastal Zone Management Authority.
Residents, however, remain adamant in their stance. A forum member emphasised that their opposition extends beyond the reclaimed land. “Our stance is clear—we do not want hoardings anywhere along our locality,” he asserted. The community plans to escalate their concerns by meeting with authorities to advocate for their cause.
