'The decision was taken because it is monsoon season, the posters or hand bills or pamphlets stuck on the walls of the public properties get soggy and can be easily removed,' Mehra explained.

Chandra said that MCD wants to raise awareness and 'build up a movement or cult against making the city dirty. Now that we have made an attempt, residents should on their own have the urge to remove a poster. We all walk the city, so when out on a morning walk, rip one off. All it needs is each person to remove one poster'.

Under the Delhi Prevention of Defacement of Property Act 2007, defacement of public property or walls is a cognizable offence and doing so can warrant imprisonment for a term up to one year or fine of Rs.50,000.

However, some are sceptical about MCD's campaign.

'The civic agency needs these drives as a PR (public relation) exercise, to make residents feel they are doing their job,' said Rajiv Kakaria of Greater Kailash-I RWA.

'Who put up the posters in the first place? If they (MCD officials) had been vigilant, there would never be a need for such a drive. As RWAs, we are willing to pitch in but this should not be a one-off event,' he added.