Child Safety Week Campaign

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.

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.