ANIT-HONKING RICKSHAW

TitleANIT-HONKING RICKSHAW
ClientAWAAZ FOUNDATION
Product / ServiceNON-PROFIT
CategoryC01. Guerrilla Marketing & 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.

The Brief

Overall budget - 2,977 USD (approximately) Breakdown of costs - Cost of Artist: 372 USD Cost of horns: 744 USD Cost of Momentos: 178 USD Cost of registration of the rickshaw: 744 USD Cost of Messaging Board: 178 USD Cost of hiring driver + fuel: 223 USD Cost of Maintenance: 538 USD Paid media budget - Not applicable

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Anti-honking rickshaw became a visual reminder of continuous honking and shined a mirror at people’s actions in a way that made them aware of their toxic honking behaviour. After the launch event at Gateway of India, it became a spectacle for people to interact and click pictures with. As it rode citywide, it generated interest and curiosity among citizens and the Mumbai Traffic Police that caused more citizens to join the anti-honking campaign led by the rickshaw. They pledged to stop incessant honking and promised to urge others to do so as well

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