Zee’s wakeup call for municipality over potholes

03 Oct,2011

By A Correspondent

Monsoons are almost through and Mumbai’s roads are already worse than war zones. Even the lord Ganesha came & went through these roads still the conditions are same and even worse. Authorities claim that they have done enough work to fill these potholes but the reality is different. At the start of monsoon Zee 24 Taas started a social campaign Sansanit Kanakhali against the potholes on Mumbai roads. The campaign involved a Facebook application where people can upload the pictures of potholes with their name and brief description of affected area. There was also a slap counter was given where in people could post a slap to the worst picture uploaded, this was like voting the worst patch of Mumbai.  During the campaign period hundreds of pictures were uploaded by users and approximately 10,000 fans joined in the campaign. The responsible persons for worst affected roads were called in the Zee 24 Taas studio and were grilled to answer the viewers’ questions.

The campaign was well promoted in Print (Times of India, Mid-day, DNA, Loksatta & Maharashtra Times) and on digital media (Facebook, Twitter, LinkedIn etc) as well as through a particularly novel channel, ie the use of street theatre.

Zee 24 Taas campaign application page on Facebook also had the option of uploading the photos of potholes with area and user’s name, where hundreds of pictures were uploaded from users across Mumbai.

After a successful completion of this campaign, the BMC launched a tracking system called “Pothole Tracker” on the same lines of Zee 24 Taas campaign “Sansanit Kanakhali”. This tracking system would be linked to the website of BMC wherein people can upload the pictures of potholes. Once the photos are uploaded, SMSes will be sent to the complainants, who will be able to track their complaints till they are closed.

This is an example of a case where a campaign done by a media channel has struck a chord with the government body.

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