Laqshya Media Group, in partnership with Arpan, has unveiled a handcuff-themed billboard installation on the Santacruz–Chembur Link Road (SCLR) in Mumbai as part of Child Safety Week and Arpan’s campaign theme, #POCSOPakadLega. Arpan is a non-profit organisation recognised for its work in preventing child sexual abuse (CSA), and the installation aims to deliver a strong public warning to offenders while reinforcing the urgency of child safety awareness.
The SCLR location was selected for its high visibility and connectivity between the Western and Eastern express highways. The stretch carries heavy traffic and delivers more than one lakh impressions each day, ensuring that the message reaches a broad commuter base. The aim was to utilise a busy public corridor to generate large-scale visibility for the campaign’s core line: “Kisi bhi bacche ko galat tareeke se chhua toh #POCSOPakadLega.”
The installation features an oversized handcuff motif that symbolises legal accountability under the Protection of Children from Sexual Offences (POCSO) Act. Designed as a prominent roadside structure, the execution required extensive coordination involving fabrication, permissions and safety compliance. The structure was planned to ensure that it did not obstruct traffic or distract motorists, while remaining visually impactful and difficult to overlook.
Vidya Balan, an acclaimed actor and Arpan’s goodwill ambassador, appears across campaign hoardings and digital assets, adding visibility and credibility to the initiative. Her presence supports the campaign’s objective of reaching wide audiences with a message grounded in seriousness and accountability.
Atul Shrivastava, director and CEO at Laqshya Media Group, said: “We wanted to use more than just posters or ads; we wanted a real-world activation. By turning SCLR into a platform for #POCSOPakadLega, we aimed to make every commuter a witness to this message. With this installation, we’re standing with Arpan and saying: child safety is everyone’s responsibility — and offenders will face the law.”
The initiative demonstrates Laqshya Media Group’s focus on socially relevant out-of-home executions, showcasing how creative media planning and on-ground implementation can turn public spaces into platforms for awareness. By integrating design, location strategy and social messaging, the installation reinforces the potential of OOH media to support campaigns that prioritise public interest.
