The defaced paths

Handbills stuck on trees, primarily near IT companies, on a regular basis have become an eyesore. Although, the BBMP claims that it has removed most of them, not enough is being done to prevent this.

Bengalureans point out that except from defacing the city, the advertisements don’t serve any purpose.

Sushma Balu, working at the Manyata Tech Park, feels the very idea of advertising on trees is wrong. “It shows civic apathy and a complete disregard for the environment. It is shocking to see how trees are being systematically abused. It is ironic that on one hand, we destroy trees and don’t conserve the existing ones and on the other complain about the rising temperature,” says Sushma. She feels such an act not only harms the trees but destroys the character of the city.

It is the affinity towards  cheap and free publicity that prompts people to resort to sticking handbills on tree trunks, says Arun Padaki, a professional who works at Bagmane Tech Park in C V Raman Nagar.

“There have been attempts made by the forest department of the BBMP to remove the handbills and create awareness among the people to prevent such forms of advertising but their efforts don’t seem to have any result,” says Arun.

He thinks it is unfortunate that despite enough education and information, people continue to resort to this. “Most of these trees are located on the pavement and provide good visibility. That is why they are showcasing their product. It is a cheap way of trying to grab attention,” he says.

The best way to protect the trees from such illegal advertising, suggests Nivedita Kartik, an employee with Oracle, is to bring back the metal rings, that were once put around the trees.

“Such forms of advertising are an eye sore because the handbills come in all shapes and sizes and are placed in a very haphazard manner. It also paints a bad picture of the city,” says Nivedita. She also feels the ‘stick no bills’ indications may not make a difference. “I think those who resort to such acts  don’t understand the importance of keeping the city clean,” she says.

There was a time when people would drill handbills into tree trunks using a nail, informs Dr T V Ramachandra, faculty, Energy and Wetlands Research Group, Centre for Ecological Sciences, Indian Institute of Science.

“We protested when this was being done because drilling a nail into a tree would not only harm it but also attract pests that weaken the tree. The drilling stopped but pasting still continues. It is sad “that when we have so many avenues of advertising, people still resort to such archaic methods,” says Ramachandra.

He feels there should be  designated spaces for advertisements. Sharing an advertiser’s point of view on whether handbills pasted on trees really attract attention, Rafique Konaje, director, Apple Media India, says “This kind of advertising is targeted at the people in the vicinity. These handbills are mostly on the availability of paying guest accommodations and offers at small restaurants. These are people who can’t afford to pay for a bigger form of advertising,” reasons Rafique.

About whether it really works with the public, Rafique says, “This is an improper way of advertising. It works depends on who is looking at it. It may attract the attention of some students but not beyond that,” he adds.