Maharashtra Maritime Board has announced on Oct 29, 2026 that it will allow 20 floating advertisement barges and shore hoardings along Mumbai’s coastline, targeting spots such as Juhu Beach, Carter Road, Marve Jetty, Lotus Jetty and the Bandra‑Worli Sea Link jetty.
The board says the move will generate much‑needed revenue to maintain port facilities and fund water‑transport projects. Minister Nitesh Rane told NDTV that earlier no‑objection certificates were issued for ads but no income was generated. He added that the installations would comply with coastal and environmental regulations.
Shiv Sena (UBT) leader and former environment minister Aaditya Thackeray has slammed the proposal, calling it irresponsible and a threat to Mumbai’s seaside character. In a letter posted on X on Oct 29, Thackeray urged Chief Minister Devendra Fadnavis to intervene and highlighted pollution already blurring sea views. He also warned that floating ads would add to light pollution and suggested limits on LED brightness at night.
Environmental groups have weighed in as well. The Awaaz Foundation wrote to CM Fadnavis, warning that illuminated adverts could disturb birds, marine life and increase light pollution. The Bandra West Residents Association has opposed the plan, reminding the board that residents have maintained Carter Road promenade for over two decades and that other revenue sources exist. Sumaira Abdulali, an environmentalist, cautioned that LED screens could harm marine ecosystems and that the sea should not become a billboard.
Questions remain about whether all required clearances have been secured, and the board has yet to detail the bidding process. A meeting with the board is scheduled for Nov 5, 2026, where the public may present objections. The opposition hopes the meeting will halt the plan before contracts are signed.