Mumbai, Dec 05, 2025: At a time when child safety must find a louder voice, Laqshya Media Group in collaboration with Arpan, a globally recognised non-profit organisation dedicated to the elimination of Child Sexual Abuse (CSA), has turned one of Mumbai’s busiest roads into a space for urgent social awareness. As part of the recently concluded Child Safety Week campaign by Arpan and its bold new theme #POCSOPakadLega, a striking handcuff-themed billboard has been installed on the Santacruz–Chembur Link Road (SCLR), delivering a powerful message to offenders and sending an uncompromising warning: “Kisi bhi bacche ko galat tareeke se chhua toh #POCSOPakadLega.” This handcuff activation is not just another billboard; it is a concept planned, designed and executed by Laqshya Media Group to bring alive the powerful message.

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Recognising the power of public spaces, the team chose SCLR because it connects the city’s Western and Eastern express highways and sees heavy daily traffic. The stretch guarantees large visibility, long dwell time and over one lakh impressions every day — meaning the safety message reaches thousands of commuters every hour.

The installation itself carries a bold visual language: a moving oversized handcuff motif, a symbol of accountability under the law, fixed as a large-scale structure on the roadside. The execution involved meticulous fabrication, permissions, and safety compliance to ensure the hoarding did not obstruct traffic flow or distract motorists, while remaining impossible to ignore.

One of India’s most acclaimed actors, and Arpan’s goodwill ambassador – Vidya Balan’s image featured prominently across campaign hoardings and digital collateral, lending a strong public visibility and a voice of credibility.

Atul Shrivastava, Director & CEO, 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.”

Through this initiative, Laqshya Media Group underscores its commitment to socially relevant, impactful OOH execution — demonstrating how creative media planning and on-ground execution can transform public infrastructure into tools of awareness and change.

Pooja Taparia, Founder and CEO, Arpan states, “Now in its 7th year, Child Safety Week, which was launched as a bold public awareness initiative, through the #POCSOPakadLega campaign contributed towards dismantling the culture of silence surrounding Child Sexual Abuse and bringing conversations into the open and amplifying them. With its impactful OOH presence and strong visibility across public spaces, the campaign encouraged dialogue, raised awareness, and empowered communities to speak out and take it to the masses, which was the very objective with which it was started. We sincerely thank Laqshya for their steadfast partnership, which played a crucial role in expanding the reach and increasing visibility”.

About Laqshya Media Group:

Laqshya Media Group, a name synonymous with trust and innovation in the industry since 1997, stands as a leading integrated communications and advertising agency in India. Their reputation is built on their pioneering Out-of-Home, Experiential, PR, and Digital advertising solutions, which are powered by advanced technology, data analytics, and deep insights into consumer behaviour. Laqshya is the proud developer of the industry’s first patented audience measurement tool, SHARP, and a founding member of the Indian Outdoor Advertising Association. Committed to sustainability, Laqshya integrates eco-friendly practices across its operations, aligning exceptional advertising solutions with environmental stewardship.

Known for producing large-scale, high-tech experiential events, Laqshya is actively exploring international associations to expand its footprint in global markets. With over 25 years of experience, Laqshya has partnered with esteemed brands such as Titan, Maruti Suzuki, Acko, Nissan, Tata Consumer, Wipro Consumer, Vivo, Ather, and more, delivering innovative media solutions that uphold the highest standards of sustainability. Discover more about our offerings at www.laqshyagroup.com.

About Arpan

Arpan is a globally recognised, award-winning non-profit based in Mumbai, dedicated to the elimination of Child Sexual Abuse in India. It is the country’s largest NGO with 150+ professionals offering comprehensive prevention and intervention (healing) services for both children and adults. Through its various programmes and initiatives, Arpan works towards creating a safer environment for children across India. Over  2 crore individuals—spanning children and adults—have been impacted by Arpan’s services since 2007. As a thought leader in CSA Prevention and Intervention, Arpan drives policy and systemic change at the local, state and national levels. To know more, visit www.arpan.org.in.