Concerned about the “very distracting” bright digital billboards, a group of NGOs has written to Chief Minister (CM) Eknath Shinde, claiming that the billboards are causing “killer” light pollution in the Mumbai Metropolitan Region (MMR). In their letter dated November 1, the collective— including NatConnect Foundation, Watchdog Foundation, and Shri Ekvira Aai Pratishtan —warned the state government that the billboards could cause accidents.

In the complaint sent over email to the CM, it has been pointed out that the bright lights, with their constantly changing visuals, are not only annoying but also distracting. They can potentially divert attention and cause accidents on busy roads,” said B N Kumar, director of the NatConnect Foundation.