ANIT-HONKING RICKSHAW

TitleANIT-HONKING RICKSHAW
ClientAWAAZ FOUNDATION
Product / ServiceNON-PROFIT
CategoryB07. Use of Stunts
EntrantBBDO INDIA Mumbai, INDIA
Idea Creation BBDO INDIA Mumbai, INDIA

The Campaign

Anti-Honking Rickshaw, the HornVrat Rickshaw– Honking that you can see. A rickshaw fully covered with defunct horns as a visual reminder of the noise caused due to honking that people had become deaf to.

Creative Execution

To create the Anti-Honking Rickshaw, we fully covered an autorickshaw with defunct horns to make people see the noise they were responsible for. The Anti-Honking Rickshaw was unfurled at the iconic Gateway of India which is also one of the busiest attractions in Mumbai by the Principal Secretary of Transport.

Anti-Honking Rickshaw grabbed everyone’s attention and as the rickshaw drove around it generated a lot of curiosity resulting in Horn Vrat selfies populating social media. The Mumbai Traffic Police and Rickshaw-Men’s Union welcomed our efforts and partnered with Horn Vrat Rickshaw as it silently and purposefully made it’s 5000 Kms and counting run across the city. Over 2.5 million people pledged to not honk. The Horn Vrat Rickshaw became media’s darling earning us free media coverage that helped amplify the message further. To continue its journey against persistent honking, the Horn Vrat Rickshaw will travel to 8 other Indian cities to serve as a visual reminder of people’s toxic honking habit.

Anti-Honking Rickshaw– is a rickshaw fully covered with defunct horns as a visual reminder of the noise caused due to honking that people had become deaf to. People in Mumbai honk 18million times an hour, a finding that turned our gaze to biggest victims of honking– the autorickshaw drivers. To solve for excessive honking, we first had to make people see it. This was brought to life by choice of medium that would get maximum attention in minimum media spends. In doing so, we turned the biggest victim – the autorickshaw - into the most powerful visual reminder of noise.

Insights, Strategy and the Idea

To advance our fight against noise, we knew we would have to solve for the main cause - persistent honking. A noise mapping exercise revealed that people in Mumbai are responsible for as high as 18 million deafening honks an hour. A finding that pointed towards those in direct line of fire – the autorickshaw drivers – who drive in vehicles that are door and windowless. Digging deeper we realized, people had become so immune to these rising decibels, that they were not even aware of their actions. Here, to stop them from excessive honking, we had to first make them see noise. So, was born HornVrat Rickshaw – a rickshaw fully covered with horns as a visual reminder of persistent honking, it shined a mirror at people’s actions in a way that made them aware of their toxic honking habit.

Credits

Name Company Position
Josy Paul BBDO India Chairman & CCO
Ajai Jhala BBDO India Chief Executive Officer
Hemant Shringy BBDO India Executive Creative Director
Sandeep Sawant BBDO India Executive Creative Director
Balakrishna Gajelli BBDO India Sr. Creative Director
Anushree Kandalkar BBDO India Jr. Copywriter
Omkar Rachha BBDO India Visualizer
Hitesh Shah BBDO India Head of Production
Manisha Sain BBDO India Associate Vice President - Planning
Rajeev Mohite BBDO India Studio Visual Editor
Sudhir Pandey BBDO India Producer
BBDO Studio Team BBDO India Production
Devendra Sawant BBDO India Photographer
Vaibhav Patil BBDO India Installation Artist