Mumbai: Times Network’s english news channel Mirror Now has launched public awareness initiative ‘Urban Lives Matter’ that aims to highlight the pressing and often ignored issues of urban Indians.

The robust campaign has kick-started with a series of print ads published in leading publications. The first leg of the campaign focuses on traffic congestion that is affecting every urban Indian. As per National Bureau of Economic Research data, traffic congestion in the top metros in India is considered among the worst in the world, impacting the quality of lives of millions.

The Mirror Now campaign contrasts this fact with the data that people residing in the top metros contribute more than Rs 10 lakh crore in direct taxes making over 70 per cent of direct tax collections. They also contribute to nearly 60 per cent of the country’s gross domestic product (GDP).

The campaign highlights the problems that are ignored, which is forcing people to adjust to an inferior quality of life. 

“Mirror Now has launched a campaign, ‘Urban Lives Matter’, representing the voice and issues of every thinking urban India, the channel aims to empower every hard-working urban Indian a better life they deserve,” said the statement.