Stop hoarding

The slanging over the hoardings at Doongerwadi continues with the latest salvo being launched by Bombay Parsi Punchayet (BPP) trustee Dinshaw Mehta. In a note addressed to "Colleague Trustees,” Mehta who was instrumental in getting Lewis Advertiser to put up the double billboards at Doongerwadi (see "The medium and the message,” Parsiana, July 7, 2007) advocated "canceling” the contract as other parties alleged more lucrative offers could be had.

As versus the rate of Rs 1,200 per square foot per annum for the present hoarding "escalating to Rs 2,577 per square foot in the 10th year i.e. Rs 61.85 lakhs per annum,” Mehta’s critics allege the contract should be worth over Rs 11,000 a square foot or rupees two crores, 76 lakhs per annum.

"In view of the exorbitant difference in rates actually received and that which should have been receivable by our Trust, I propose that we should forthwith cancel both the hoarding agreements of Lewis and Vin Ads.” New contracts should be entered into with the parties quoting a higher rate, Mehta counsels. Vin Ads has an earlier contract for another hoarding at Doongerwadi.

In a letter to the BPP trustees, Amit Chandole, proprietor of Lewis Advertisers states, "In (the) weekly Jam-e-Jamshed dated July 22, 2007 an article heading ‘Adi Davar and his childhood friend,’ some Alert Zoroastrians Association has quoted that the rate should be minimum Rs 2.50 crores per annum for the said hoarding.

Din over Doongerwadi’s double billboards

"Sir, if the said Association can arrange… some advertisers who will pay Rs 2.50 crores per annum then I am willing to pay 50 percent of the said amount to the trust and remaining 50 percent I will retain towards Bombay Municipal Corporation (BMC) assessment rates, permit and license fee, government taxes, light bills, miscellaneous expenses, returns towards my investment and my profit; … if they can get any amount in excess of Rs 2.50 crores, I will pass on the full excess to the BPP.”

But the dingdong battle between Mehta and his critics may prove to be academic. According to newspaper reports the BMC intends to bar all hoardings in parts of South Bombay and especially those on heritage sites sometime in 2008.

Whether that happens or not is to be seen. But in the meanwhile the advertising messages on the hoardings will continue to pall in comparison with the din over their existence.