Impressed with slum authority’s effort to ‘improve quality of life’, publicity company to erase misconceptions and strengthen contacts with media . It’s intentions are noble: A one-window agency to facilitate the rehousing of slum-dwellers in a city where 58 per cent of the population lives practically on the streets.  It is also among the most messy agencies in the state government, a virtual power centre on the sixth storey of the Maharashtra Housing and Area Development Authority building in Bandra (East). A money-spinner for private builders, the Slum Rehabilitation Scheme has been fraught with misuse of Transfer of Development Rights, a privilege given to developers participating in its projects. Still, impressed with its effort to ‘‘improve the quality of life’’, adman Prahlad Kakar has decided to give the vexed, eight-year-old Slum Rehabilitation Authority (SRA) a new face. And scrape away some of the scorn with which it is regarded. The proposal? Crosshair Communications, a subsidiary of Genesis Films run by Kakar, will act as a publicity consultant and media facilitator to the SRA. ‘‘The SRA is doing a thankless job, dangling carrots in front of builders to lure them to undertake slum projects in an unprofitable area so that the lives of these poor people improves,’’ Kakar told Newsline. ‘‘The public is not aware of all this as the SRA officials are nervous and do not know how to interact with the media. I will facilitate communication between the two and bring about constructive criticism,’’ he adds. Crosshair Communications Managing Director Stuti Jalan says that 10-12 advertising agencies were invited to make presentations to the SRA four months ago, after which Crosshair was selected. Then, a letter dated July 17 was received, clinching the deal. Kakar feels that the SRA’s tainted image has a lot to do with ‘‘competition’’ between government departments, each one wanting to snatch a share of the pie. ‘‘The SRA is handling major rehabilitation schemes like the Rs 6,000-crore Dharavi project. All government departments worth their salt will try to discredit the SRA and divide the money among themselves. I personally would not like that to happen,’’ he reasons. What does the SRA itself feel? Chief Executive Officer of the SRA, Ujjwal Uke, was not very forthcoming. ‘‘We have hired the agency merely for advertising purposes. We have found him (Kakar) to be creative,’’ he told Newsline. Going Public Publicity company Crosshair will act as an advertising agency and media facilitator for the Slum Rehabilitation Authority (SRA) Will mainly use print media, organise media conferences, target audiences that are not literate. Will also organise debates and conferences with experts and the public On Mondays, SRA officials will be available to slum-dwellers between 3 pm and 5 pm, to hear grievances SRA’s website — www.sra.gov.in — will be regularly updated Hopes to have ad film-makers make documentaries on SRA projects Another recommendation: Make details of SRA projects public to inject transparency