Faridabad MC loses out on advt revenue

Bijendra Ahlawat

The Municipal Corporation Faridabad (MC), which is one of the largest and oldest civic bodies in the state, has not been able to tap the potential of the city to generate revenue from advertisements. This is one of the reasons for its poor financial condition over the years and the growth of the advertisement mafia, which has been making huge money. 

“A large number of billboards and advertisements can be seen along the roads in Faridabad city, but the Municipal Corporation Faridabad, which is the only authority for advertisements, has been unable to generate revenue on this count,” say sources in the civic body. “The MC has identified only 215 official points of publicity in the city spread over several kilometers but advertisements have been displayed illegally at more than 2,000 spots,” says an MC employee. 

The civic body, which came into existence in 1994, has failed to devise a long-term policy or plan to tap the potential of revenue generation from display advertisements and publicity in Faridabad city that has a population of over 18 lakh. An official of the rank of Executive Engineer in the civic body looks after the advertisement section, but the charge is rotated among officials and no one has held the position for more than a year. This has reduced accountability and led to poor performance till date.

Last year, the MC officially stated that it had released an e-tender for hoardings and public display of advertisements in the city to collect Rs 7.32 crore as annual revenue, almost three times the revenue of 2017. 

Former Joint Commissioner (Old Faridabad Zone) Ashutosh Rajan had announced to launch a drive against illegal advertisements and hoardings in the city. In November last year, as many as 110 notices were served to those who had put up advertisements and hoardings illegally. Besides, 87 FIRs were lodged against offenders.

Against the reserve price of Rs 35 lakh per month for the entire city, two companies were allotted the contract for Rs 61 lakh per month in three zones of NIT, Ballabhgarh and Old Faridabad. The reserve price was Rs 22.23 lakh per month in 2017 and there was only one advertiser for the three zones. The MC has 215 advertisement sites in Faridabad city but with Rs 31 lakh per month the NIT zone has been the highest revenue earner. Though e-tenders were released for the first time in October 2018, the plan was abandoned midway and the MC could not get the desired revenue till date. Executive Engineer Ombir Singh, in-charge of the advertisement section in the MC, was not available for his comments on the alleged improper handling of the advertising work. “This year the annual budget of the Municipal Corporation has been pegged at Rs 2,386.94 crore but the share of advertisement revenue is not visible so far,” say sources in the Finance Department of the civic body. 

Varun Sheokand, a social activist, says that display advertisements, particularly large-size hoardings, billboards, and mobile advertisement vehicles, can be seen at more than 2,000 points in the city though the number of official spots is 215.

Sheokand says that the work is controlled by persons, who are not from the civic body. Advertisements worth several crores of rupees are being displayed illegally. Though there is a ban on mobile advertising in the city over 12 vehicles can be seen at public places such as main crossings and markets, he says. There is no check on a large number of advertisements being displayed on electric poles located on main roads and road dividers. 

Sheokand demands a high-level probe into the matter saying that it can turn out to be a major scam in the civic body.

Possibility of a scam: Social activist

Display advertisements, particularly large-size hoardings, billboards, and mobile advertisement vehicles, can be seen at more than 2,000 points in the city though the number of official spots is 215. Advertisements worth several crores of rupees are being displayed illegally. A high-level probe into the matter is required as it can turn out to be a major scam in the civic body. —Varun Sheokand, Social Activist