After a month and a half, the issue of large hoardings along the Coastal Road has resurfaced. Activists have written a letter to the BMC raising objections after learning that a contract for erecting hoardings has been awarded to an agency. However, a BMC officer claimed that the plan has not yet been finalised. In August, south Mumbai residents and Shiv Sena (UBT) leader Aaditya Thackeray strongly opposed the proposal.

The BMC had initially decided to allow six hoardings—four in Tata Garden and two in an open space near Haji Ali—along the Coastal Road. The corporation is expected to generate around R5 crore in revenue annually from these hoardings.