The agency claims the hoarding is visible from a distance of three km, and that it can be spotted easily, without any other hoarding blocking the view.
The objective is to attract the attention of Mumbaikars commuting via the Worli-Bandra Sealink (traffic going towards Bandra), to Santacruz, Bandra SV Road (via the U-Bridge), and those travelling via Mahim Causeway.
ALP Outdoor Media specialises in railway hoardings and is run by Mustafa Akolawala. The team has another neon hoarding at the usually crowded Haji Ali junction.
Sister companies of ALP Outdoor Media include Radical Constructions and Cosmos Communications.