Why is this work relevant for Direct?

Indian motorists are indiscriminate honkers. And having tried it all the Mumbai Police were not getting any results. Using this unique opportunity, we decided to turn the signal against these reckless honkers. When noise levels exceeded 85dB the signal timer would reset and prolong the red light. Making the impatient motorists wait longer and longer. The results were almost immediate. The honks dropped the signal turned green and gave way. When noise levels were measured a month after there was a 32% dip.

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 (30% of vote)

Excessive honking on the roads was a civic problem that Mumbai Police was grappling with. After failing all the “classic” ways to stop this strain of traffic indiscipline. Now, they did something different to change the behaviour. Quite out of character, they did so with a touch of humour, which they believed to be more effective than the “stick”. 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

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 (20% of vote)

The Punishing Signal was implemented in 5 signals in Mumbai city. On 5th Feb 2020, Pranay Ashok (Mumbai Police) announced on CNN that it’ll be implemented in 10 more locations in Mumbai, and then roll it out to the entire traffic system. On 1st Feb 2020, KT Rama Rao, Telangana State Minister along with Anjani Kumar, Hyderabad Police Commissioner, Deputy Commissioner and Commissioner announced in The Times of India (ToI) deployment in their city; identifying Punjagutta, Khairatabad, Jubilee Hills Check Post, RTC X roads, Paradise & Patny X roads, Gachibowli, Cyber Towers, Kothaguda, Aramgarh, Allwyn X roads, Miyapur X roads, BHEL X roads, LB Nagar and Uppal X roads. TOI reported on 2nd Feb 2020 that Bengaluru City Police Commissioner, will implement it too. For Indore city to get the “Silent City” tag, District Collector Lokesh Kumar Jatav announced on ToI its deployment at the DRP Line Square.

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.