Stop the Sensory Overload: Protect Mumbai's Coastline
The Issue
Stop the Assault on Our Coastline. Preserve Our Peace.
Mumbai's coastline is more than a stretch of water. It is our natural heritage, our shared public space, our connection with nature and a source of peace for millions.
The Maharashtra Maritime Board's reported proposal to introduce floating advertising barges and illuminated hoardings at approximately 20 coastal locations, including Carter Road, Juhu Beach, Worli and Marve, has raised serious public and environmental concerns.
Are our beaches, promenades and waterfronts gradually being turned into commercial advertising spaces?
Mumbai's coastline is already under pressure from urbanisation, pollution, construction and the shrinking availability of open spaces. Do we really need to add commercial advertising structures and illuminated displays to our coastal environment?
We are particularly concerned about the potential consequences of additional artificial lighting over coastal waters.
Scientific research has established that artificial light at night can affect wildlife behaviour, biological rhythms and ecological processes. Marine organisms, seabirds and sea turtles may be sensitive to changes in their natural light environment.
Before introducing such installations, their potential effects on marine biodiversity, coastal ecosystems and the visual character of our waterfronts must be independently assessed.
This is not simply about advertisements. It is about what kind of city we want Mumbai to become.
People visit Reclamation Promenade, Bandstand, Carter Road, Juhu, Worli, Marve and other waterfronts to walk, exercise, spend time with family, watch sunsets and experience the sea.
They do not visit these places to be surrounded by more commercial displays.
Not every open space needs an advertisement. Not every beautiful view needs a commercial screen.
STOP THE SENSORY OVERLOAD — WHY THIS MATTERS
Our cities are increasingly filled with visual clutter, artificial illumination, noise and commercial messaging.
The coastline should offer an opportunity to disconnect from this constant stimulation, not become another space competing for our attention.
The proposed floating advertising installations raise important questions:
- Light pollution: Could additional artificial illumination interfere with marine wildlife and natural biological cycles?
- Marine biodiversity: What could be the potential consequences for marine organisms and coastal ecosystems?
- Visual pollution: Will illuminated advertisements obstruct natural sea views, sunsets and the coastal skyline?
- Public spaces: Should shared waterfronts become additional commercial advertising zones?
- Environmental sustainability: What will be the long-term impact of floating structures, vessel activity and associated infrastructure?
These are legitimate questions that deserve scientific answers before any implementation.
Our coastline provides benefits that cannot be measured in advertising revenue: natural beauty, recreation, fresh air, relaxation and a sense of connection with nature.
We need development that improves our quality of life, not development that adds unnecessary environmental and sensory pressures.
WHY WE ARE RAISING OUR VOICES
We are not against development, infrastructure improvement or responsible revenue generation.
We are against the unnecessary commercialisation of sensitive public spaces without adequate transparency, scientific assessment and meaningful public participation.
Mumbai deserves better planning.
Before introducing commercial advertising installations along its coastline, citizens must be informed about:
- Where exactly will these installations be placed?
- What will their size, brightness and operating hours be?
- What environmental and coastal permissions are required and have been obtained?
- Has an independent marine biodiversity assessment been conducted?
- What will be the long-term impact on the natural character of these waterfronts?
- Who will benefit financially, and what safeguards will protect public interest?
These decisions should not be taken without hearing the people who live in, work around and regularly use these coastal spaces.
The sea is not an empty advertising canvas. It is a living ecosystem and a shared public heritage.
OUR APPEAL TO THE AUTHORITIES
We respectfully urge the Maharashtra Government, Maharashtra Maritime Board and all concerned authorities to:
1. Put the proposed installations on hold
Pause implementation until all applicable environmental, coastal and other statutory permissions have been verified and made publicly accessible.
2. Conduct independent scientific assessments
Commission credible assessments by marine biologists, environmental scientists and coastal experts to examine the potential effects of artificial lighting and floating advertising structures on marine biodiversity.
3. Protect natural sea views
Preserve the visual character, open horizons and natural beauty of Mumbai's beaches, promenades and waterfronts.
4. Make all proposal documents public
Disclose location-wise plans, tender conditions, environmental assessments, applicable CRZ permissions, operating conditions and proposed revenue arrangements.
5. Conduct meaningful public consultations
Involve local residents, environmental organisations, marine biologists, coastal experts, fisherfolk and other affected stakeholders before taking any final decision.
6. Establish strict environmental safeguards
Where any installation is legally permitted, ensure enforceable restrictions on illumination, brightness, operating hours, vessel activity and other potential sources of ecological disturbance.
7. Explore responsible alternatives
Consider alternative revenue models that support coastal infrastructure and maintenance without unnecessarily commercialising sensitive public waterfronts.
WHO SHOULD ACT?
We urge the following decision-makers and authorities to take note of this citizen-led appeal:
- Hon. Chief Minister of Maharashtra
- Maharashtra Maritime Board
- Government of Maharashtra
- Maharashtra Coastal Zone Management Authority (MCZMA)
- Maharashtra Pollution Control Board (MPCB)
- Ministry of Environment, Forest and Climate Change (MoEFCC)
- Brihanmumbai Municipal Corporation (BMC)
- Other concerned coastal and environmental authorities
We request transparency, accountability and responsible decision-making in the public interest.
OUR MESSAGE: LET THE SEA REMAIN A PLACE OF PEACE
Mumbai's sea belongs to its people and its natural ecosystem.
It is where generations have walked, families have gathered, children have played, people have exercised and countless citizens have found moments of peace amid the rush of city life.
Let our sunsets remain sunsets, not advertising displays.
Let our waterfronts remain places of recreation, not endless commercial screens.
Let development respect nature, science and the people it is meant to serve.
STOP THE SENSORY OVERLOAD.
STOP THE ASSAULT ON OUR COASTLINE.
PROTECT OUR SEA. PRESERVE OUR PEACE.
We call upon the Maharashtra Government, the Maharashtra Maritime Board and all concerned authorities to listen to citizens, disclose the facts and reconsider the proposal in the interest of environmental protection and public welfare.
SIGN THIS PETITION. ADD YOUR VOICE. HELP PROTECT MUMBAI'S COASTLINE AMPLIFY THIS.
A citizen-led appeal for environmental protection, public spaces, scientific accountability and responsible development.
Initiated by: Furkan Shaikh
We Are Stronger Together Foundation (WAST)
242
The Issue
Stop the Assault on Our Coastline. Preserve Our Peace.
Mumbai's coastline is more than a stretch of water. It is our natural heritage, our shared public space, our connection with nature and a source of peace for millions.
The Maharashtra Maritime Board's reported proposal to introduce floating advertising barges and illuminated hoardings at approximately 20 coastal locations, including Carter Road, Juhu Beach, Worli and Marve, has raised serious public and environmental concerns.
Are our beaches, promenades and waterfronts gradually being turned into commercial advertising spaces?
Mumbai's coastline is already under pressure from urbanisation, pollution, construction and the shrinking availability of open spaces. Do we really need to add commercial advertising structures and illuminated displays to our coastal environment?
We are particularly concerned about the potential consequences of additional artificial lighting over coastal waters.
Scientific research has established that artificial light at night can affect wildlife behaviour, biological rhythms and ecological processes. Marine organisms, seabirds and sea turtles may be sensitive to changes in their natural light environment.
Before introducing such installations, their potential effects on marine biodiversity, coastal ecosystems and the visual character of our waterfronts must be independently assessed.
This is not simply about advertisements. It is about what kind of city we want Mumbai to become.
People visit Reclamation Promenade, Bandstand, Carter Road, Juhu, Worli, Marve and other waterfronts to walk, exercise, spend time with family, watch sunsets and experience the sea.
They do not visit these places to be surrounded by more commercial displays.
Not every open space needs an advertisement. Not every beautiful view needs a commercial screen.
STOP THE SENSORY OVERLOAD — WHY THIS MATTERS
Our cities are increasingly filled with visual clutter, artificial illumination, noise and commercial messaging.
The coastline should offer an opportunity to disconnect from this constant stimulation, not become another space competing for our attention.
The proposed floating advertising installations raise important questions:
- Light pollution: Could additional artificial illumination interfere with marine wildlife and natural biological cycles?
- Marine biodiversity: What could be the potential consequences for marine organisms and coastal ecosystems?
- Visual pollution: Will illuminated advertisements obstruct natural sea views, sunsets and the coastal skyline?
- Public spaces: Should shared waterfronts become additional commercial advertising zones?
- Environmental sustainability: What will be the long-term impact of floating structures, vessel activity and associated infrastructure?
These are legitimate questions that deserve scientific answers before any implementation.
Our coastline provides benefits that cannot be measured in advertising revenue: natural beauty, recreation, fresh air, relaxation and a sense of connection with nature.
We need development that improves our quality of life, not development that adds unnecessary environmental and sensory pressures.
WHY WE ARE RAISING OUR VOICES
We are not against development, infrastructure improvement or responsible revenue generation.
We are against the unnecessary commercialisation of sensitive public spaces without adequate transparency, scientific assessment and meaningful public participation.
Mumbai deserves better planning.
Before introducing commercial advertising installations along its coastline, citizens must be informed about:
- Where exactly will these installations be placed?
- What will their size, brightness and operating hours be?
- What environmental and coastal permissions are required and have been obtained?
- Has an independent marine biodiversity assessment been conducted?
- What will be the long-term impact on the natural character of these waterfronts?
- Who will benefit financially, and what safeguards will protect public interest?
These decisions should not be taken without hearing the people who live in, work around and regularly use these coastal spaces.
The sea is not an empty advertising canvas. It is a living ecosystem and a shared public heritage.
OUR APPEAL TO THE AUTHORITIES
We respectfully urge the Maharashtra Government, Maharashtra Maritime Board and all concerned authorities to:
1. Put the proposed installations on hold
Pause implementation until all applicable environmental, coastal and other statutory permissions have been verified and made publicly accessible.
2. Conduct independent scientific assessments
Commission credible assessments by marine biologists, environmental scientists and coastal experts to examine the potential effects of artificial lighting and floating advertising structures on marine biodiversity.
3. Protect natural sea views
Preserve the visual character, open horizons and natural beauty of Mumbai's beaches, promenades and waterfronts.
4. Make all proposal documents public
Disclose location-wise plans, tender conditions, environmental assessments, applicable CRZ permissions, operating conditions and proposed revenue arrangements.
5. Conduct meaningful public consultations
Involve local residents, environmental organisations, marine biologists, coastal experts, fisherfolk and other affected stakeholders before taking any final decision.
6. Establish strict environmental safeguards
Where any installation is legally permitted, ensure enforceable restrictions on illumination, brightness, operating hours, vessel activity and other potential sources of ecological disturbance.
7. Explore responsible alternatives
Consider alternative revenue models that support coastal infrastructure and maintenance without unnecessarily commercialising sensitive public waterfronts.
WHO SHOULD ACT?
We urge the following decision-makers and authorities to take note of this citizen-led appeal:
- Hon. Chief Minister of Maharashtra
- Maharashtra Maritime Board
- Government of Maharashtra
- Maharashtra Coastal Zone Management Authority (MCZMA)
- Maharashtra Pollution Control Board (MPCB)
- Ministry of Environment, Forest and Climate Change (MoEFCC)
- Brihanmumbai Municipal Corporation (BMC)
- Other concerned coastal and environmental authorities
We request transparency, accountability and responsible decision-making in the public interest.
OUR MESSAGE: LET THE SEA REMAIN A PLACE OF PEACE
Mumbai's sea belongs to its people and its natural ecosystem.
It is where generations have walked, families have gathered, children have played, people have exercised and countless citizens have found moments of peace amid the rush of city life.
Let our sunsets remain sunsets, not advertising displays.
Let our waterfronts remain places of recreation, not endless commercial screens.
Let development respect nature, science and the people it is meant to serve.
STOP THE SENSORY OVERLOAD.
STOP THE ASSAULT ON OUR COASTLINE.
PROTECT OUR SEA. PRESERVE OUR PEACE.
We call upon the Maharashtra Government, the Maharashtra Maritime Board and all concerned authorities to listen to citizens, disclose the facts and reconsider the proposal in the interest of environmental protection and public welfare.
SIGN THIS PETITION. ADD YOUR VOICE. HELP PROTECT MUMBAI'S COASTLINE AMPLIFY THIS.
A citizen-led appeal for environmental protection, public spaces, scientific accountability and responsible development.
Initiated by: Furkan Shaikh
We Are Stronger Together Foundation (WAST)
The Decision Makers
Petition Updates
Share this petition
Petition created on 30 October 2026