THE PUNISHING SIGNAL

Short List
TitleTHE PUNISHING SIGNAL
BrandMUMBAI POLICE
Product / ServiceTHE PUNISHING SIGNAL
CategoryB02. Non-profit / Foundation-led Education & Awareness
EntrantFCB INTERFACE Mumbai, INDIA
Idea Creation FCB INTERFACE Mumbai, INDIA
Production FCB INTERFACE Mumbai, INDIA
Additional Company LODESTAR UM Mumbai, INDIA

Credits

Name Company Position
Susan Credle FCB India Global Chief Creative Officer
Fred Levron FCB India Worldwide Creative Partner
Rohit Ohri FCB India Group chairman and CEO
Robby Mathew FCB India Chief Creative Officer
Joemon Thaliath FCB India Chief Executive Officer
Mukesh Jadhav FCB India Senior Creative Director
Rakesh Menon FCB India Senior Creative Director
Shailesh Gupte FCB India Senior Vice President
Sudarshan Karandikar FCB India Account Executive
Omkar Kulkarni FCB India Account Executive
Mukesh Jadhav FCB India Art Director
Mayuresh Vengurlekar FCB India Art Director
Ravi Ananthan FCB India Associate Creative Director
Siddharth Kutty FCB India Copywriter
Dhruv Jha FCB India Media Consultant
Amit Raina FCB India Media Manager
Alpa Jobalia FCB India National Head - Films
Mazhar Khan FCB India Sr. Films Executive
Akshay Nair 30ML Ideas Productions Director
Sukirth Rao 30ML Ideas Productions Film Producer
Archana Sarkar 30ML Ideas Productions Film Producer
Shwetabh Mishra 30ML Ideas Productions Film Producer
Rupesh Gor FCB India Manager - Design
Dipti Ronghe FCB India AV Assistance
Prashant Pawar FCB India co-ordination
Pratik Mhatre FCB India co-ordination
Ahel Maswood FCB India co-ordination
jeeJaiee Thakur FCB India co-ordination
Vishnu Sudarshan FCB India co-ordination
Yogesh bhusare FCB India co-ordination
Purbali Mukherjee FCB India co-ordination
Arushi Phillips FCB India Coporate Communication Manager

Write a short summary of what happens in the ambient execution or campaign.

After many attempts to curb reckless honking, Mumbai Police did what fines couldn’t – change behaviour with humour. They turned traffic signals into Punishing Signals. When honking crossed 85 dB, the signal countdown timer would reset. Making impatient motorists wait longer. Turning their own impatience against them.

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