Govt panel backs hoarding policy

The state government’s empowered committee for Mumbai has supported Brihanmumbai Municipal Corporation’s proposed hoarding policy, that envisages among other things replacement of existing hoardings in the five south Mumbai civic wards. These hoardings are proposed to be replaced with new-age backlit billboards, building wraps and neon signboards.

RA Rajeev, additional municipal commissioner (city), made a presentation on the proposed guidelines to the committee which dwells on removing the clutter from the city skyline and bring outdoor advertisements using latest technology.

Chief Secretary Johny Joseph suggested city pavements be rid of all hoardings. Ramanand Tiwari, additional chief secretary, urban development, said that all municipal and government buildings should also be free of hoardings.

The hoardings policy found favourable response from corporate honchos like Anand Mahindra, Anand Jain and Noel Tata. “While erecting hoardings, the aesthetics of the surrounding area is very important and it is good that the the new guidelines would take them into consideration,” said Noel Tata.

Rajeev also told the committee about the growing revenue theft done by the licence holders of hoardings. “Usually, the basic permission is taken for a particular size, which is always found to be tampered with. Gaps of around six feet between two hoardings is easily eaten up by clubbing them, causing financial loss to the corporation,” pointed out Rajeev.

“The proposed new guidelines aim to tackle the visual clutter created by giant size hoardings across the city. This has to be welcomed. The alternatives like backlit boards, neon signs and building wraps are innovative styles, which are already used in all global cities and Mumbai should also adapt them,” said Vijay Mahajan, CEO, Bombay First and member of the state government’s empowered committee. “But we need a strong street furniture policy to implement these alternatives,” he added.