Our simple idea was to RECLAIM OUR ROADS.The client had promised us an empty 6.5 km stretch of road in the heart of the city for half a day every Sunday.TOI launched EQUAL STREETS to RECLAIM the ROADS
Even though the brief was for a 6.5km stretch of road, we knew we had to make it about all of 600 sq km of Mumbai. This is not just about the average Mumbaikar, but every one of us – rich or poor, working or not, masses or classes. The unanimous pet peeves across the roads of Mumbai have always been snarling and indiscipline traffic, hawkers and illegal encroachments.
This trinity of woes has over the decades completely wiped out playing, walking, sitting and relaxing on the roadside – stories of which we have only heard from our parents or much older siblings. Playing has since then moved indoors, walks to manicured lawns, and sitting is something we do endlessly inside cars at traffic signals.
Our simple idea was to RECLAIM OUR ROADS.
The client had promised us an empty 6.5 km stretch of road in the heart of the city – Bandra, Juhu and Powai for half a day every Sunday. TOI launched EQUAL STREETS to RECLAIM ROADS for citizens to play, grow, walk and breathe.