Mumbai: At a time when child safety demands urgent attention, Laqshya Media Group, in collaboration with Arpan, a globally recognised non-profit dedicated to eliminating Child Sexual Abuse (CSA), has transformed one of Mumbai’s busiest roads into a striking platform for awareness.
As part of Arpan’s Child Safety Week campaign under the bold theme #POCSOPakadLega, a handcuff-themed billboard has been installed on the Santacruz–Chembur Link Road (SCLR). The installation delivers a clear, uncompromising warning to offenders: “Kisi bhi bacche ko galat tareeke se chhua toh #POCSOPakadLega.”
The SCLR was chosen strategically, connecting the city’s Western and Eastern express highways and witnessing heavy daily traffic, ensuring over one lakh impressions every day. The moving oversized handcuff motif, a symbol of accountability under the law, serves as a large-scale roadside structure designed to catch attention without obstructing traffic.
Vidya Balan, one of India’s most acclaimed actors and Arpan’s goodwill ambassador, featured prominently across the hoardings and digital collateral, lending credibility and amplifying public visibility.
Commenting on the initiative, Atul Shrivastava, Director & CEO, Laqshya Media Group, said, “We wanted to use more than just posters or ads; we wanted a real-world activation. By turning SCLR into a platform for #POCSOPakadLega, we aimed to make every commuter a witness to this message. With this installation, we’re standing with Arpan and saying: child safety is everyone’s responsibility — and offenders will face the law.”
This installation underscores Laqshya Media Group’s commitment to socially relevant, impactful out-of-home execution, demonstrating how creative media planning and on-ground innovation can turn public infrastructure into tools for awareness and societal change.
