There will soon be more interesting things to look at than the car in front of you while driving down the Eastern Express Highway.
The Maharashtra State Road Development Corporation (MSRDC) in its attempt to beautify spaces below the city’s flyovers has decided to give out spaces below nine flyovers on the Eastern Express Highway to businesses for showcasing their wares and displaying advertisements.
In return, the firm in charge of maintaining the area below the flyover will have keep it clean and green. “We were keen on beautifying areas below the flyovers through private players,” a senior MSRDC official said. “But no one would do it for free. So we have decided to give them free ad space in lieu of maintaining the area for nine years."
As per the arrangement the willing corporate house or advertising agency will be asked to undertake landscaping and beautification of the area within four months of bagging the tender.
The firm will then get rights for putting up advertisements in part of the area. It will also get the right of setting up a small display showroom where products to be advertised can be showcased.
The eight flyovers are: Andheri-Ghatkopar Link Road flyover, Vikhroli flyover, Jogeshwari Vikhroli flyover, GMLR flyover, Kurla-CST flyover, Cheda Nagar flyover, Cadbury Junction flyover and Golden Dyes flyover.
However, the MSRDC has stipulated that there should be no retail sales for now.
The 18-km stretch of the Eastern Express Highway sees nearly 50,000 vehicles plying on it daily.
Spaces below some of the city’s 37 flyovers have been converted into pay and park zones. But neglect has turned others into garbage-strewn areas.
“Through this proposal we hope that roads would be beautified and make for pleasant driving,” the official said.