The party is wooing voters in upscale localities by promising to provide safe and vibrant night-out culture in Mumbai just like in New York and London.
These localities are Colaba, Malabar Hills, Bandra, Andheri West, Worli and Versova in Mumbai.
According to a Mid-day report, this shift in party's ideology is an effort to make inroads in constituencies where the Shiv Sena is not in good position. The party leaders are openly publicising the transition in party's attitude towards Mumbai's nightlife.
A senior Shiv Sena leader has been quoted in the report as saying, "The Sena leadership has changed its approach on this issue to reach out to maximum voters in the upscale localities." He said voters in these areas are more concerned about dying nightlife culture rather than water or electricity supply in their areas.
The Shiv Sena leaders said it is very important issue and that the party is getting a good response on this from voters.
On Wednesday, Shiv Sena chief Uddhav Thackeray's son Aditya campaigned for party candidate Arvind Dudhwadkar in Malabar Hill. During his campaiging, he discussed ideas for reviving nightlife in the area. Aditya ensured the voters that if their party voted to power, he would personally ensure that the plan gets clearance from the State Government.
Last year too, Aditya pressed for easing restrictions under the Shops and Establishments Act, and allow restaurants to remain open for longer hours. Presently, restaurants in Mumbai operates till midnight, while pubs can remain open till 1 am.