Mumbai Mirror launches the 2nd leg to the city-wide campaign ‘Operation Khataara’
Mumbai Mirror takes its civic campaign ‘Operation Khataara’ to the next level by launching a multimedia campaign. Since the last 4 months, the city newspaper has been waging a war against these abandoned cars, with a series of investigations on the intensity of the problem of ‘Khataaras’ left on the streets of Mumbai. The newly launched communication talks to the residents of Mumbai to report the location of these Khataaras, so that the menace can be quantified and presented to the civic bodies for suitable action.
The campaign ‘Operation Khataara’ identifies the abandoned vehicles that are left to rot on the streets as the most-wanted abettors of crime in the city, that the residents need to report. In addition to being an eye-sore and a prime reason for traffic congestion in many parts of Mumbai’s busy streets, these dead-cars also foster criminal activities on the road. They are a breeding ground for mosquitoes that spread life-threatening diseases like dengue and malaria. Mumbai Mirror calls attention to this menace and urges the concerned authorities, encouraging them to take corrective actions to tackle the challenge.
Besides a series of articles, investigations and videos, the campaign intends to empower Mumbaikars to create an information network via a WhatsApp number 9372772277, where readers can share details about any abandoned vehicles in their vicinity along with photographs. In a city that grapples with space issues, abandoned cars raise the burden on the city by adding to parking issues. With the participation of citizens and authorities, Mumbai Mirror hopes to create a ‘Khataara’ free city and effectively serve the people of the city. The campaign will be communicated across media platforms including print, radio and digital media via engaging content formats and innovative ad-elements.
Speaking about the civic awareness campaign, Sanjeev Bhargava, Director, Brand TOI & Mirror said, “We at Mumbai Mirror consistently strive to dig below the surface and bring those issues to the notice of our readers that have not been addressed by anyone else and yet are important to the society we live in. And #OperationKhataara is an extension of our brand promise that focuses on the betterment of the city and its citizens. We believe in making a difference in the society and through this campaign we hope to encourage authorities in Mumbai as well as other cities to undertake similar initiatives.”