The document summarizes the #SaveCampaCola campaign to raise awareness digitally and urge support to prevent the demolition of 102 homes in the Campa Cola compound in Mumbai. The compound was built beyond approved plans but over 75% of the area to be demolished is within permitted limits. Residents were kept in the dark by builders and punished despite not being at fault. The campaign utilized digital platforms like Facebook, Twitter, YouTube and petitions to raise awareness, highlight injustice, and influence supporters to prevent the demolition of innocent residents' homes. As a result, the Supreme Court granted a stay on demolition until May 31, 2014.

1. #SaveCampaCola Campaign- Disruption
Digitally

2. Objective
To create awareness amongst
the Digital audience in India and
urging them to support us to
#SaveCampaCola Compound

3. The Campa Cola Story…

4. BackgroundCampa Cola Compound
Imminent. Tragic. Avoidable.
Campa Cola Compound
31st May, 2014
102 homes of law abiding citizens to be
demolished
Tragic. Avoidable.Imminent.

6. Campa Cola
Compound
A cluster of 7 buildings
in Worli Mumbai
BackgroundCampa Cola Compound
Imminent. Tragic. Avoidable.

7. 2011
Residents denied relief in
High Court
• Builders develop 7
buildings.
• Violate sanctioned
plans.
• Defy stop work notices.
• Construct beyond FSI
limits.
• Sell flats to purchasers.
• Conceal facts.
• Builders do not provide
OC and conveyance.
2005
• BMC issues demolition
notices for all structures
beyond sanctioned
plans.
• Members obtain a stay
order in City Civil
Court.
2010
The City Civil Court evicted
the stay by way of an
interim order.
2013
Supreme court also denies
relief.
Pre 2005
From purchase till date
residents have:
• paid stamp duties,
registration charges and
property taxes up to date
• Obtained housing loans
after reputed banks
investigated title
1980-1989 2005
2010-
2013
May 31, 2014 final date for demolition
The story so far…Campa Cola Compound
Imminent. Tragic. Avoidable.

8. SqMtrs Flats Area in
Percenta
ge
Permissible FSI 17,355 212 100%
Total Constructed Area 19,129 236 110%
Beyond FSI Permissible
Limit
1,774 22 10%
Demolition as per
Supreme Court Order
7,916 102 46%
Area within
permissible FSI limits
but to be demolished
6,142 80 35%
• The excess area
constructed is only
10% more than
permissible FSI
• But the Supreme
Court order calls for
demolition of ALL
FLOORS above
sanctioned plans
• Therefore, >75% of
the area to be
demolished is
actually within the
permissible FSI
• Residents willing to
self demolish excess
FSI, but this plan was
REJECTED by the BMC
The Real IssueCampa Cola Compound
Imminent. Tragic. Avoidable.

9. At Fault
• Built beyond approved plans
• Kept flat buyers in the dark
• Did not provide Occupation
Certificate and Conveyance
• Ignored construction beyond
approved plans
• Collected property (and other)
taxes for over 20 years
• Collected regularisation
charges
of Rs. 6,56,800 in 1986
Being Punished
• Kept in the dark by builders
• Not allowed any remedies by BMC
at ANY STAGE in the process
• Under threat by 2 builders who are
developing adjoining plots and
want to exploit their plight by
grabbing their land
Is this fair?Campa Cola Compound
Imminent. Tragic. Avoidable.

10. 50,000+ buildings in
Mumbai without OC.
What will happen to
people living there?
Validates perception
that BMC and builders
are above the law
Loss of faith in system
Innocent, tax-paying,
law-abiding citizens of
India will lose their
HOMES and LIFE-
SAVINGS for no fault
of theirs
Many Senior citizens
affected? Who will
provide them a home
How did this case
move so fast
suddenly?
Why no
consequences for the
real perpetrators?
A unique and
guaranteed proposal to
self demolish was
REJECTED? This defies
logic
Opens Pandora’s box.
Builder mafia will
target such properties
and more innocent
people will lose
homes.
Repercussions/Questions?Campa Cola Compound
Imminent. Tragic. Avoidable.

11. The Chief Minister has the power to regularize the construction by passing acts or
The Karnataka
Regularization of
unauthorized
construction in
Urban Areas Act,
1991
A building was
regularized after
a Supreme Court
judgment clearly
directed
demolition of
unauthorized
floors of a
particular
building.
KARNATAKA
Maharashtra
Ordinance No. 1 of
2006.
An ordinance to
regularise
unauthorised
developments in
the city of
Ulhasnagar and
for matters
connected
therewith or
incidental thereto.
Maharashtra
Gunthewari
Development
(regularisation,
Upgradation and
Control) Act, 2001
MAHARASHTRA
Jharkhand
Regularisationof
Unauthorized
/Deviated
Constructions
through
Compounding in
Urban Area
Ordinance, 2011.
JHARKHAND
Policy for
Compounding/
Regularisationof
unauthorized
colonies notified
under the
provision of The
Punjab Laws
(Special
Provisions) Act,
2013 in 21st
August, 2013.
PUNJAB
Tamil Nadu, Gujarat and Andhra Pradesh
AND OTHER STATES
There is a solution within the frameworkCampa Cola Compound
Imminent. Tragic. Avoidable.

12. • Keeping the supporters updated via various digital platforms about
the latest developments in the case
• Constantly trying to increase the supporter base
• Creating engagement across the platforms
• Identifying influencers and requesting them to support the cause
• Highlighting all important stories and ensure it to be viral/trend
• Raise the masses towards corruption and injustice and highlight it at
a national level
Our assertive approach

13. • Twitter – official page
• Facebook – official page and relevant groups
• YouTube – official page
• PR Newswires
• Slide share and Scribd
• Guest Bloggers
• Relevant Forums
• Online petition via change.org
• Support via Missed Call
Platforms targeted

14. The Disruption Digitally- Screenshots

15. Facebook - Activity at a Glance

16. Facebook - Activity at a Glance

17. Facebook - Activity at a Glance

18. Facebook - Activity at a Glance

19. Twitter - Activity at a Glance

20. Twitter - Activity at a Glance

22. Change.org - Activity at a Glance

23. Slideshare – Activity at a glance

24. OUR INFLUENCIAL
SUPPORTERS

32. Our Achievements
#CampaCola trended
on Twitter not only in
Mumbai, but even in
India on number One
on 12th and 13th of
November 2013

33. Our Achievements
Platforms Supporters Achieved in
Facebook 25,624 40 days
Twitter 476 40 days
YouTube 1,726 30 days
Slideshare 2,215 20 days
Change.org (petition) 30,655 25 days
Missed Call 13,521 30 days
Endless support form political parties, media, celebrities and well wishers

34. Result
Supreme Court grants a stay on
demolition till 31st May 2014

35. Don’t these
Innocent residents
deserve their
homes back?
Humble PleaCampa Cola Compound
Imminent. Tragic. Avoidable.

36. HELP US SAVE
THEIR HOME!
Humble PleaCampa Cola Compound
Imminent. Tragic. Avoidable.