Why is this work relevant for Brand Experience & Activation?

The Punishing Signal is a modified signal that was created and installed in Mumbai to stop commuters from indiscriminately honking. The signal timer would reset when reckless honkers pushed noise levels above 85 dB. The punishment- Wait longer as the signal stayed red, until the honking stopped. This simple solution was both, feared offline and celebrated online. Brand Mumbai Police's approval ratings hit an all-time high, noise levels too dropped by 32% a month after installation. These results we believe makes The Punishing Signal a compelling case in Brand Experience & Activation.

Background

Mumbai has 1675 vehicles per kilometer. This results in traffic jams and also leads to traffic indiscipline. Like excessive honking. 70% of noise pollution on Mumbai’s roads happen due to indiscriminate honking. This has a disruptive influence on citizens’ physical and mental health. With just 1293 people booked in the last 10 years for reckless honking, the Mumbai Police was looking for a solution that did what fines couldn’t – generate instant results and create maximum awareness.

Describe the creative idea (20% of vote)

Mumbai Police has been fighting excessive honking for decades now. After exhausting almost all the classic deterrents; this time they did something different to change this behaviour. And they did so with a touch of humour. Instead of punishing the perps for reckless honking with fines etc., they had the traffic signals do it. If honking decibels crossed 85 dB, the countdown timer at the signal would reset. Making the Red stay longer, and the impatient motorists wait more. While they waited, interactive OOH displays linked to the signal pushed messages LIVE, highlighting their bad behaviour with a wink and a smile. And made them exercise restraint while honking if they wanted the signal to turn green. While this generated instant results, a video of these signals was tweeted by the Mumbai Police to generate maximum conversation and awareness.

Describe the strategy (20% of vote)

Excessive honking on the roads is a civic problem. Mumbai Police has tried all the “classic” ways to stop this type of traffic indiscipline. Now, quite uncharacteristically, they will change the behaviour with a touch of humour. Instead of punishing perps for reckless honking, they get the traffic signals to do it. If honking decibels cross 85, the signal countdown timer will reset. Making the Red stay longer, and the impatient motorists wait more. As they wait, interactive OOH linked to the signal pushes messages LIVE, highlighting their bad behaviour with a wink and a smile. And make them honk less, if they wish the signal to turn green. While this will have instant results, a film of this activation will be tweeted by the Mumbai Police to generate maximum conversation and awareness.

Describe the execution (30% of vote)

The Punishing Signals were installed at CSMT, Marine Drive, Peddar Road, Hindamata and Bandra West in Mumbai city. Mumbai Police assessed Average Honking dBs a week before and a month after roll-out, and found a 32% dip. On 5th Feb 2020, P Ashok (Mumbai Police) announced on CNN a roll-out in 10 more locations, and then to the entire traffic system. On Feb 1, KTR Rao (Telangana Minister) alongside A Kumar and M Bhagwat (Hyderabad Police) and Deputy Commissioner V Kumar announced in The Times of India a roll-out in their city; identifying Punjagutta, Khairatabad, Jubilee Hills Check Post, RTC X roads, P&P X roads, Gachibowli, Cyber Towers, Kothaguda, Aramgarh, Allwyn X roads, Miyapur X roads, BHEL X roads, LB Nagar & Uppal X roads. Feb 2nds ToI reported B Rao (Police Commissioner) rolling it out in Bengaluru. For Indore, District Collector LK Jatav announced deployment on Feb 15.

List the results (30% of vote)

Mumbai Police assessed the average honking dBs at the Punishing Signals a week before and a month after roll-out, and found a 32% dip. P Ashok (Mumbai Police) announced on CNN a roll-out in 10 locations, and then to the entire traffic system. The Times of India (ToI) reported KTR Rao (Telangana Minister) and Police Heads announcing a roll-out in their city. B Rao (City Commissioner) announced on ToI a roll-out in Bengaluru. District Collector LK Jatav announced a roll-out in Indore. While the solution led to instant results, its “film” tweeted by Mumbai Police led to nationwide chatter. With 6.6 Billion Impressions, it became Most Liked & Shared, and #1 Indian topic. International news outlets from over 35 countries like the New York Times, The Guardian, CNN etc. covered it in over 1000 articles. All, at zero media spend. Mumbai Police approval ratings too hit an all time high.