The Wall Project: Boycott Aladin, Canvas, Gair & London Dreams For Boorish Publicity Actions
About two months back, I wrote about the exciting experience of being part of The Wall Project in Mumbai. A BMC initiative, a number of citizens turned out to beautify and place their own mark on the wall running along Tulsi Pipe Road, between Mahim and Matunga Road.
Yesterday, we commenced on Phase II of the drive, this time taking the street art concept to Lower Parel, opposite Phoenix Mills and simultaneously pulling off the cause of education-through-art with The Alphabet Project at the Mahim end of the same road. I was waiting to collate all the photographs that are still appearing across the net, to write the post about it.
Then earlier this evening, we discovered that a different sort of vandalism had happened. Movie posters of Aladin, Canvas and Gair have turned up, pasted over the paintings, less than 24 hours later. I’m rusty on the legalities of these movie advertisements that appear all over the city. All I can say is that Wall Project was a BMC initiative and certainly not meant to be a backdrop for the marketing of Bollywood.
As outrage spreads across Twitter, even as I write, Ritesh Deshmukh and Sujoy Ghosh have been notified and have both issued apologies. But an apology I say, is not enough. It is enough of effort getting past the apathy of citizens to drive forward something like The Wall Project. Asking people to come out of their houses on a Sunday and spend a searingly hot day painting a rough wall for free is not an easy task. So much for the so-called indifference of this city, the numbers of people that turned out are testimony to the fact that Mumbaikers do indeed care. But after such an episode, would a citizen want to take the initiative?
My guess is that this will boil down to #wallproject becoming a popular Twitter topic for a few days; there will be a few media mentions about the outrage of social media users after a citizen drive and a clean-up PR effort with apologies by the people in the limelight. At some level, I expect some poor poster-paster will get yelled at or even lose his job. Is the onus of this to be laid on him? No, I say, the onus of this must be borne by the people who well understand the power of advertising and publicity, the people with the moolah, the people who have the most to gain from publicity, of any sort. Blaming the poster company or the person who put up the posters is not enough; the responsibility lies with the people who gain from the effort of the publicity. I say turn that idea around and make sure that the negative publicity hurts right where it should. Every person who stands to gain from the movies’ good collections holds responsibility for the end result and hence must bear the consequences of such an action.
See the before and after pictures courtesy @wanderblah
If this is our city and its state is our concern, we have the right to stay outraged. I say, boycott the movies Aladin, Canvas, Gair and London Dreams, whose posters vandalize a community drive. Commissioning those posters not only hurts the sentiments of those whose painted walls have been covered, it cocks-a-snook at the Mumbaiker while saying,
To hell with your sensibilities. Advertising my movie is more important. I don’t care if a citizen effort that managed to raise such civic consciousness so successfully, is scuttled.
If you participated in The Wall Project or know someone who did, add value to that effort by passing this message on. If you are a blogger or a Twitter user, re-tweet this, blog about it, link to other posts about this. If you are reading this at all, you probably have access to the internet and a mobile phone. Use them to pass on the message. Spread the outrage, it needs to be felt.