THE PUNISHING SIGNAL

Silver Spike

Case Film

Presentation Image

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

Why is this work relevant for PR?

The Mumbai Police converted ordinary signals into Punishing Signals. These signals were modded with special noise receptors that made motorists wait longer when honks pushed decibels above 85 dB- the countdown timers reset to prolong the red light. Turning their own impatience against them. Its “film” tweeted by Mumbai Police became a global sensation. With 6.6 Billion Impressions, it became the Most Liked & Shared, and the #1 Indian topic, across social media. News outlets in over 35 countries covered it in over 1000 articles and prime-time news spots. All this began with a simple tweet.

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 PR strategy (30% of vote)

The Punishing Signal was implemented in 5 signals in Mumbai city. As film of this solution was Tweeted, it catalysed national chatter around excessive honking and the importance of curbing it. It became the most Liked & Shared and generated 6.6 Billion Impressions; becoming the #1 Indian topic, all social media taken. It was also covered by the New York Times, The Guardian, CNN and many news outlets in over 1000 articles, in over 35 countries. By maximising awareness, creating instant results, and pushing a scale-up, it’s well on its way to change traffic behaviour. Mumbai Police approval ratings hit an all-time high. Noise levels when measured at these signals a month later, dropped by 32%.

Describe the PR execution (20% of vote)

The Punishing Signal was deployed at CSMT, Marine Drive, Peddar Road, Hindamata and Bandra West. The system makes reckless honkers wait longer at signals by resetting the countdown timer for the red signal. This happens each time the noise exceeds 85 dB. As a film of this solution broke, it catalysed national chatter around excess honking and the importance of curbing it. It became the most Liked & Shared and generated 6.6 Billion Impressions; becoming the #1 Indian topic, all social media taken. It was also covered by the New York Times, The Guardian, CNN and many news outlets in over 1000 articles, in over 35 countries. By maximising awareness, creating instant results, and noise levels when measured a month later had reduced by 32%.

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.

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