Poster politics

There is a consensus among political parties that the unusually large number of posters and banners dotting the city’s skyline gives it a hideous look. But privately, they swear by political expediency too. To them, posters are also the easiest and cheapest way of political brand building. The civic body, of course, looks the other way for a  number of reasons

In 1991, the then chief election commissioner (CEC) TN Seshan had introduced the model code of conduct which banned the use of posters and banners during the elections. The motive was to cut down poll expenses. Sixteen years later our "desi netas" have undertaken poster politics with renewed aggressiveness round the year.

Unafraid of inviting any penalty or punishment, all major political parties now admit that "posters and banners" still are the best bet in image building. What was supposed to be a 'polls-only' exercise has now transformed into poster politics in the last few years. The carpet bombing of political posters has not only defaced the city skyline, but become the identity of Mumbai.

Senior Shiv Sena leader Pramod Navalkar is the lone crusader among politicians’ fraternity to protest against this ‘mindless commercialisation of hoardings across Mumbai.’

He reels out hundreds of examples of how corporate houses and politicians use heritage structures and public places for marketing their products. He is angry because even prominent places of worship like Siddhivinayak temple at Prabhadevi or Mahalaxmi temple near Mahalaxmi station have been overshadowed with hoardings.

Heritage activist Anahita Pundole admits that despite a court verdict, very little implementation is seen at ground level.

“The court has categorically stated that not hoardings should be put up on heritage buildings. All the grade one and grade two structures should be kept out of hoardings. But look at the Bandra station and Opera House. They are all cluttered with huge hoardings giving it an ugly look,” she laments.

Beautification of Mumbai is high on the agenda of Chief Minister Vilasrao Deshmukh. From time to time there have been vociferous protests on the issue. But neither the ruling Congress-NCP or opposition BJP-Shiv Sena have been serious about addressing the issue.

Whether it is to mark the birthday celebrations of NCP president Sharad Pawar, Revenue Minister Narayan Rane’s anti-Sena rally or Bal Thackeray’s message to Sainiks on the occasion of Dusshera — huge posters periodically spring up like dog’s mushrooms.

Nothing is spared. Bridges, flyovers, expressways and even lanes and bylanes. Posters keep staring at you. But it is the festive season that sees the peak when parties grab the opportunity to promote the organisation or local leadership. At times the local leaders belonging to different parties clash with each other for capturing a strategic or vantage point.

Congress leader Sanjay Nirupam says, “Ideally, the permission of BMC should be sought after making due payment. But parties get away without inviting any action.” Posters provide good business for private professionals. The BMC also makes an earning from the revenue generated from the hoardings. However, lack of manpower makes it difficult for the civic authorities to act against every individual violating the laws.

When Maharastra Navnirman Sena was launched, it created a new milestone in poster campaign. The larger-than-life posters of Raj Thackeray had become the talk of the town.

According to MNS spokesperson Sirish Sawant, “Poster campaigns are less expensive and effective in reaching out. But as party, we are ready to abide by the laws. I agree if posters are coming in the way of bus drivers or making the city look ugly, there should be some code of conduct.”

A senior NCP official recalls: “In the past, the poster of a leader was publicly displayed to mark some special socio-political event. Today, from the home minister to a branch-level office bearer, everybody gets a prominent display at Nariman Point.

“Nirupam wonders where is the need to make another law when the one in existence is not followed. “The BMC served a notice on me for displaying posters on wrestling championship in city. But what about the Shiv Sena which plastered the entire city with pictures of Uddhav Thackeray on his birthday day recently? Can the BMC dare question Sena?”

Unlike abroad, what makes the task difficult for the civic authorities here is those who frame the laws break them themselves on the pretext of reaching out to people.