Mumbai: Mumbai Mayor Ritu Tawde on October 14 launched the Brihanmumbai Municipal Corporation’s (BMC) ‘Flex Mukt Mumbai’ campaign, beginning with the removal of unauthorised banners, flex boards and posters in Ghatkopar East. The civic body plans stricter enforcement and has proposed a 72-hour deadline for resolving complaints related to illegal displays.

Tawde personally participated in the drive in her corporator ward, starting at Jhulelal Chowk, also known as Vikrant Circle, and extending to the Garodia Nagar area under the BMC’s N ward.

The campaign aims to remove unauthorised banners, posters and stickers from public spaces and prevent them from reappearing. Tawde has directed civic officials to maintain surveillance and take action against fresh violations.

As part of the proposed measures, the BMC plans to make QR codes mandatory on authorised hoardings to help verify permissions. Printers and agencies found producing banners without the required licences could face blacklisting.

The mayor has also urged political parties to cooperate with the initiative, asking leaders and workers to set aside political differences and support efforts to keep the city’s streets and public spaces free of unauthorised displays.

The campaign builds on the civic body’s wider efforts to curb visual pollution and reduce plastic waste. Tawde said the environmental awareness promoted through the use of clay idols during Ganeshotsav should continue throughout the year.

The BMC is seeking cooperation from elected representatives, organisations and residents to sustain the drive across Mumbai. The proposed 72-hour complaint-resolution mechanism is intended to make responses to citizens’ grievances faster and improve enforcement against illegal banners and hoardings.