Broke MSRDC wants an image makeover

It may have been instrumental in constructing the Bandra-Worli sea link, but negative perceptions about the agency is now forcing the Maharashtra State Road Development Corporation (MSRDC) to go in for a brand-building exercise.

It may have been instrumental in constructing the Bandra-Worli sea link, but negative perceptions about the agency is now forcing the Maharashtra State Road Development Corporation (MSRDC) to go in for a brand-building exercise.

HT Image

The cash-strapped agency, which is reeling under Rs 4,400 crore debt, is now looking at hiring a public relations agency to help build its public image.

The MSRDC is presently undertaking some of the most high-profile infrastructure projects for the city, including building sea links connecting Versova to Nariman Point and a passenger water transport system from Nariman Point to Borivli.

However, frequent delays in construction of its projects — it took the agency nine years to complete the Bandra-Worli sea link — and its deteriorating financial condition, has put the agency in a tight spot.

“We want an agency which would suggest ways to improve our image and help us in image-making and branding exercises,” said a senior MSRDC official requesting anonymity. The MSRDC has already floated tenders seeking interested parties.

This is not the first time that the MSRDC has hoped to portray a positive image. The agency had called actor Amitabh Bachchan for opening the second leg of the sea link.

Most government agencies are now undertaking brand-building exercise. There were reports of the Maharashtra Tourism Development Corporation trying to get Sachin Tendulkar as brand ambassador. to promote tourism in the state.