The Direction Comes After The MRVC Failed To Prepare Short Movie For Creating Awareness On The Issue Citing That The Cost Of Screening Them Was Too High
Mumbai : The World Bank has directed Mumbai Railway Vikas Corporation (MRVC) to hire a consultancy firm and formulate strategy for creating awareness among masses on the hazards of trespassing the railway tracks.
The direction comes after the MRVC failed to prepare short movie for creating awareness on the issue citing that the cost of screening them was too high. For ensuring that people refrain from trespassing, MRVC was working on preparing short movies. The film division had planned on several short movies including that for a minute, five minutes and 30 minutes to be screened in theatres and schools. But the plan fell flat on its face after the cost of screening these movies at the theatres came to approximately Rs 16 lakh per month.
An official from MRVC said, “The cost of screening the movies across 100 multiplexes in the city was too high. Also, we were not sure of the impact it would have on the masses. There are several ad films to curb smoking in public screened in the theatres but the result is not very effective.”
Considering the fact that the screening has to be done for at least a year or two, the idea of making a movie was dropped despite the tendering process being initiated. Following this the World Bank has now asked MRVC to hire a constancy firm that will analyse the most effective medium for creating awareness and then develop a strategic plan to implement the same. The process of hiring a consultancy firm is expected to be completed by April 30.
Chief PRO of MRVC, Prabhat Ranjan, said, “We are working on providing the infrastructure to curb the problem but we also intent to create a psychological barrier for the same for which the consultancy will be hired soon.”
MRVC is now looking at opting for more interactive medium such as street plays and announcements on the platforms.
Iram Siddique
