Nandini Dias wants to crush out ‘crush hour’

NANDINI DIAS, the managing committee member of International Advertising Association (IAA), and CEO, Lodestar India, a media buying agency, has lost two colleagues in separate railway accidents during rush hour in the last 18 months. She has undertaken a new social initiative titled #Work To Live To Work and is hopeful that the ‘crush hour’ can be prevented in the near future. She urges Mumbaiites to be hopeful and positive as well. The train shall pass through the dark tunnel, she says. Excerpts: How far do you think it is plausible to execute the flexi-timing decision across the city? After two weeks of the initiative being launched the number of people who have said that it is an absolute need of the hour gives me confidence that we are in the right direction. I am well aware that it is not an easy task. I would urge Mumbaikars to stop being just cynical. They must realise that every day citizen’s lives are in danger. They must participate so as to protect their own family and friends. How soon do you think the project/concept will see the light of the day? How do you plan to go about it? It is a long process . We will need to build conviction among the companies that they will not lose out. Productivity will not get affected. On the contrary the employees will be happier and will stay safe. Within the next 3-4 months we are aiming to try convincing at least the top 100 companies in Mumbai through one-to-one interaction. Each of the IAA members are aiming to reach out to at least 5 CEOs who they are familiar with. We have written or met large companies like Godrej, Marico , Mahindra etc. After two weeks I am encouraged because most people have heard of the campaign. Everyone who has seen the communication has an opinion. I have received communication from various companies of how they are exploring it within their organisation. What do you think is the reason for crushing commute in the city’s ‘lifeline’ — bloated population, lack of transport facilities, or something else? The population obviously has grown faster than the infrastructure. And the simultaneous timings for all offices. Do you think there is a possibility of making commute easier rather than taking such a move? Of course there is a possibility of making commute easier. And the Government is trying to build the metros and roads as fast as they can. But lets get real. It going to take next 5 years to complete it in its fullest form. The entire ‘Work To Live To Work’ project is aimed at looking at alternate, lateral solution while the Government is doing what they can.