Advertise in DDA parks by adopting them

NEW DELHI: At a time when political parties are warming up to full scale campaigns in the capital, DDA's move to open its parks for adoption is likely to turn them into political billboards. The authority on Friday approved a proposal to let anyone - from private developers, corporate houses, non-government organizations, welfare associations to neighbourhood residents - adopt a park and pay for its maintenance. In turn, DDA will allow them to use park furniture and the area above toilets as advertisement space.

Any DDA park of three acres and above can now be claimed for adoption for five years. The idea is not new as the agency had introduced this scheme a few months ago, but it was not successful. In introducing the latest version of the scheme, DDA plans to include public participation in forming a policy. While handing over maintenance to adopters, DDA will still retain overall authority and has included a clause of cancelling the contract if it considers the level of maintenance below par.

Officials say they are eying the Corporate Social Responsibility ( CSR) segment of private companies and corporations to help maintain the parks. However, they expect the first applications to be made on behalf of political parties.

To help the adopters break even with their costs involved, DDA will let them operate hexagonal bamboo kiosks to sell magazines and food, space to set up a florists' shop, a corner in the park to set up a nursery, park's furniture for publicity and putting up hoardings, and organizing of small events like flower shows.

"RWAs and corporations can come forward to help us maintain horticultural, civil and public utilities at the parks. This should be a good way to show their responsibility. The agency adopting the park will have to maintain all public utilities, horticulture, civil and electrical works in the area, against which the agency will get advertising rights for revenue generation," said a DDA official.

The official added that around 100 parks were adopted by various RWAs and corporations the last time this scheme was launched.