Mid-Day re-launches Meter Down

11 Oct,2011

By A Correspondent

Mid-Day has re-launched its Meter Down Campaign in Mumbai to put errant Rickshaw drivers to task. The campaign will be launched as a joint programme with the traffic department and the RTO. This year’s Meter Down campaign aims to take on the uncouth auto drivers to teach them a lesson. The campaign will go on for a period of four weeks and aims to garner support from the citizens across the city. According to Mid-Day, people have anger towards rickshaw drivers mainly for reasons such as tampered meters, refusal to ply and also for their rude behaviour.


Mid-Day will identify key locations in the city where the authorities concerned will be present to reduce the hassles caused to the citizens. The focus will be on peak timings in the morning and in the evening when most office-goers are affected. The offenders will have strict fines levied on them and serious offences could also lead to cancellation of licences.


Last year’s Mid-Day Meter Down campaign, which targeted the taxi drivers, received overwhelming support. In a span of just one month, the campaign saw as many as 1,551 taxis being booked for refusing fares across the city. In addition about 317 taxi drivers’ licenses were cancelled. Mid-Day followed up tirelessly with each department to ensure that the errant drivers are booked.


Speaking on the re-launch of the campaign, Mr Manajit Ghoshal, MD and CEO, Mid Day Infomedia Limited said, “Mid-Day is a local city newspaper and therefore it is our endeavour to cater to issues pertinent to the people of the city. Mid-Day Meter Down campaign is an effort to resolve issues that a Mumbaikar faces on a daily basis. The last season saw great response from the city and we are more than happy to launch this campaign once again as people have again started facing a lot of issues with the rickshaw drivers. The kind of success that the campaign received last year makes us hope that this campaign will make a stronger impact.”

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